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Complaint Management and Suppliers’ Engagement in Long-term Relationships - SummaryExisting lower levels of conflict may cause long-term relationship and suppliers prefer to cooperate with firm. Furthermore, it may be resulted in better behavior intention context, such as further intentions and also, suppliers does not intend to cheat on.
In contrast, having high levels of conflict can interrupt current cooperation. Suppliers prefer to seek for new corporation with better relationship and minimum levels of conflict. Also, it may cause complaints or even tendency to use opportunities for cheat on. So, to examine how conflict effects on each cooperation, behavioral intention and opportunism, this research proposes the following hypotheses.
H5a,b: The conflict negatively affects suppliers’ (a) cooperation and (b) long-term orientation. H5c: The conflict positively affects suppliers’ opportunism behaviour.
Relationship quality as a moderator in relationship between perceived fairness and each of trust, commitment and conflict
Relationship quality can be seen as a moderator in relationship between perceived fairness and each of trust, commitment and conflict in B2B relationships. In fact, the relationship degree between fairness and each of trust, commitment and conflict might not be the same across level of relationship quality. Although the relationship between perceived fairness and trust will be examined in this research, the quality of relationship between a supplier and its firm has impact on the perceived fairness-trust relationship. Poor relationship quality has greater impact on perceived fairness-trust relationship. Like trust, I develop same hypotheses for each of commitment and conflict. Thus, I hypothesize the following.
H6a,b,c: Relationship quality has a moderating role on the relation between suppliers’ perceived fairness and each of (a) trust, (b) commitment and (c) cooperation.
Studying the effects of having different strategies in a business relationship, perceived fairness and its relationship with eight indexes is considered in this research. First, the related literature is completely reviewed and then a conceptual model is developed and the hypotheses are supposed.
Not believing in fairness in the relationship by suppliers may results in losing trust, commitment and conflict between two-parties. Furthermore, the three mentioned elements could have influence on cooperation between suppliers and firm. More conflicts and less trust may cause cooperation interruption and vice versa, or cause different long-term orientation than before toward firm or in some situation show opportunism. Besides, relationship quality effects as a moderator on relationship between perceived fairness and each of trust, commitment and conflict indirectly.
Indeed, the conceptual model takles the behavior of different suppliers versus their firms and used fairness theory as the theoretical grounding for this research. The conceptual model examined the effect of fairness on trust, commitment, and conflict. We suggested examining the impact of these relational characteristics on the long-term orientation, cooperation, and opportunism and finally, and proposed to examine the moderating role of relationship quality on the link between perceived fairness and relational characteristics.