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Investigating the relationship between business-to-business (B2B) therientation with emotional commitment, calculative commitment and buyer-supplier relational performance
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Meghdad Farajpour *   1, Hojatollah Miyandehi2 |
1- Department of Management,Mehrestan Institute of Higher Education,Asharafieh,Iran
2- Department of Management,Mehrestan Institute of Higher Education,Asharafieh,Iran. |
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Abstract: (138 Views) |
The main purpose of this research was to examine the relationship between B2B brand orientation, emotional commitment, calculative commitment and buyer-supplier relational performance. This research is applied in terms of purpose and descriptive in terms of data collection method. The statistical population of this research includes 116 manufacturers and suppliers of auto parts in Gilan province, who operate as B2B and sell their products to car manufacturers or dealers and authorized car repair shops. Using simple random sampling and Cochran's formula, 93 manufacturers and suppliers of auto parts were selected as a statistical sample. In order to collect data, the questionnaire tool was distributed among them. Cronbach's alpha coefficient was used to determine the reliability of the questionnaire. Also, the Kolmogorov-Smirnov test was used to determine the normality of the population. This test showed that all research variables have a non-normal distribution, therefore partial least squares method and PLS software were used to test the research hypotheses. The results showed that B2B brand orientation has a positive and significant relationship with emotional commitment, calculative commitment and relational performance. It was also observed that there is a positive and significant relationship between emotional commitment and calculative commitment with relational performance.
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| Keywords: B2B brand orientation, Emotional commitment, Calculative commitment and relational performance |
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Full-Text [PDF 546 kb]
(15 Downloads)
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Type of Study: Research |
Subject:
General
Received: 2023/08/10 | Accepted: 2023/09/11 | Published: 2023/10/22
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