Date of Award

1992

Document Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Marketing (Business Administration)

First Advisor

William C. Black

Abstract

This objectives of this dissertation were: (1) to conceptualize and test the influence of transactional elements, personal elements, and contextual elements on the transactional outcomes of trust, satisfaction and commitment; (2) to examine the role of external variables on transactional outcomes; and (3) to assess the interaction among transactional outcomes. Two hundred and eighteen propane gas retailers completed a mail questionnaire concerning an interaction (either discrete or on-going) with one of their suppliers. Perceptions around norms of the contract with this supplier (i.e., solidarity, role integrity), personal characteristics and traits of the salesperson (i.e., similarity, expertise, ethical orientation, customer orientation), contextual factors (i.e., transaction cost dimensions and influence strategies), and external factors (i.e., buying group structure, organizational climate) were gathered in this field survey. A measurement model was constructed using LISREL VII; hypotheses were tested using Partial Least Squares (PLS). Results demonstrate that buyers consider several aspects of their interaction with salespeople in assessing trust, satisfaction, and commitment. Although personal factors are important, transactional and contextual elements are also critical in this determination. Further, these dyadic factors are more important in assessing exchange outcomes than are external or peripheral factors. Finally, commitment to an exchange relationship is significantly impacted by trust and satisfaction. Based on the dissertation results, an expanded view of exchange is recommended.

Pages

313

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