International Journal of Business Excellence
business to business, B2B, relationship marketing, quality, trust, satisfaction, commitment, coordination, cooperation, continuity, Canada
This paper investigates whether satisfaction, in B2B relationships, is a mediating construct between the antecedents, trust and commitment, and subsequent outcomes. Using data from a survey of Canadian managers and executives, the study tested a structural equation model, the trust, commitment, satisfaction (TCS) model, where the antecedent constructs, trust and commitment, are mediated by the satisfaction construct, which in turn influences coordination, cooperation and continuity or ‘consequence’ constructs. The tested model indicated an acceptable fit, validity and reliability. The analysis in the present study reinforces the argument that satisfaction plays a mediating role in creating enduring relationships in business contexts.
Hutchinson, David Dr. and Singh, Jang. (2012). Properties of quality constructs in Canadian business relationships. International Journal of Business Excellence, 5 (4), 429-443.