Uncertainty in cooperation between service buyers and sellers

• The realization of relationship marketing requires cooperative exchangebetween buyers and sellers. A key determinant of cooperative exchange isuncertainty perceived by the cooperating parties. This study investigates howcooperation is affected by decision makers’ perception of uncertainties in theenvironmental context, in relationships, and in decision-making routines. Asample of 135 branch managers from banks is used in a LISREL model. Theresults show that uncertainty regarding relationship and decision-making havestrong direct effects on relationship cooperation. An important finding is thatcontextual uncertainty causes relationship cooperation indirectly. The resultshighlight the importance of organization in firms that aim to facilitatecooperation between buyer and seller. In addition, they set an agenda forfuture research.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Business studies

Företagsekonomi

Business studies

Företagsekonomi

Publikations- och innehållstyp

vet (ämneskategori)

rap (ämneskategori)