Modeling the Determinants of Satisfaction and Commitment in Buyer-Seller Relationships in the Less-Than-Truckload Segment of the Motor Carrier Industry
Modeling the Determinants of Satisfaction and Commitment in Buyer-Seller Relationships in the Less-Than-Truckload Segment of the Motor Carrier Industry
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Date
1992
Authors
Jarrell, Judith L.
Advisor
Corsi, Thomas M.
Citation
Abstract
Buyer-seller relationships in the U.S. are changing
with the advent of closer, longer-term alliances. In
establishing and maintaining these alliances, firms need
to understand those factors which determine satisfaction
and commitment in relationships. Drawing on theoretical
and conceptual work based on Resource Dependence Theory
and Social Exchange Theory, this dissertation focused on
the buyer-seller dyad in the less-than-truckload segment
of the motor carrier industry. The buyer-seller dyads in
this segment are particularly interesting since
deregulation has necessitated dramatic changes in these
relationships.
A system of structural equations modeled the
determinants of shipper's satisfaction and commitment in
these dyads using a correlation input matrix. The network
of influencing factors included: carrier's power,
shipper's power, comparison level given an alternative and
trust. The analysis allowed an in-depth discussion of the
relative importance of each of these constructs and found
both shipper's power and comparison level given an
alternative to have a great influence on satisfaction;
satisfaction and trust significantly affect commitment,
with satisfaction being more important, relatively
speaking.
The managerial implications of this research focused
on understanding those factors which are most important in
creating satisfaction and commitment in buyer-seller
relationships. Carrier's need to dedicate personnel to
key accounts in order to display initiative in problem
solving and responsiveness to inquiries in order to
enhance shipper's satisfaction and willingness to commit
to a long-term relationship. Other suggested programs
include offering customer-oriented programs such as 1-800
numbers, increased flexibility in pick-up and delivery
times, and a willingness to forego some accessorial
charges.