Identification of Factors Affecting Relationship Quality in the Iran Industrial Crane Machinery Market

Subject Areas : Futurology

M. Haghighi Nasab ¹ , K. Heidarzadeh ² , H. Shariatzade ³

1 - ندارد
2 - نویسنده مسئول یا طرف مکاتبه
3 - ندارد

Received: 2009-01-10 Accepted : 2009-02-28 Published : 2010-09-23

Keywords: Relationship Quality, Satisfaction, Trust, commitment, Long-Term Tendency,

Abstract :

In the industrial marketing literature, the effects of relationship quality on commercial partners,especially industrial suppliers and buyers, has been investigated from different aspects. Positivevariables affecting the relationship, such as trust, commitment, satisfaction, communications andintention for long-term relationships, as well as negative variables, such as opportunism and conflict,have been considered. By identifying these variables, reinforcing positive variables, decreasing theeffects of negative variables, and developing long-term relationships, a supplier can acquire valuableresults. This research employs descriptive correlation methodology, with a sample of 79 industrialcrane buyer firms; a conceptual plan was examined by structural equation test and PLS software.Research findings indicate that suppliers can attract satisfaction and trust from buyers by maintainingand improving product properties and decreasing opportunism and conflict. Industrial suppliers alsocan enhance relationship quality by focusing on commitment, which reinforces loyalty and intentionsfor long-term relationship.