Original Research

Exploring opportunism, conflict, noneconomic satisfaction and economic satisfaction in a B2B context – A buyer and seller perspective

Guan Jyh-Liang, Tzong-Ru Lee, Mornay Roberts-Lombard, Göran Svensson, Nils Høgevold
South African Journal of Business Management | Vol 53, No 1 | a3346 | DOI: https://doi.org/10.4102/sajbm.v53i1.3346 | © 2022 Guan Jyh-Liang, Tzong-Ru Lee, Mornay Roberts-Lombard, Göran Svensson, Nils Høgevold | This work is licensed under CC Attribution 4.0
Submitted: 28 April 2022 | Published: 26 August 2022

About the author(s)

Guan Jyh-Liang, Department of Applied Economic and Management, National Ilan University, Yilan, Taiwan
Tzong-Ru Lee, Department of Marketing Management, National Tsung Hsing University, Taipei, Taiwan
Mornay Roberts-Lombard, Department of Marketing Management, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa
Göran Svensson, Institute for Marketing, School of Communication, Leadership and Marketing, Kristiania University College, Sentrum, Norway
Nils Høgevold, Department of Marketing Management, School of Communication, Leadership and Marketing, Kristiania University College, Sentrum, Norway


Share this article

Bookmark and Share

Abstract

Purpose: The purpose of the study is to test the relationships between the antecedents of noneconomic satisfaction and its influence on economic satisfaction from both a seller’s and a purchaser’s perspective.

Design/methodology/approach: Purchase and sales managers working for Taiwanese companies were included in the sample. Snowball sampling was applied and a total of 218 purchase managers and 208 sales managers participated in the study. Structural equation modelling was applied to the study.

Findings: Opportunism was determined as an antecedent to conflict, while opportunism did not have a negative relationship with noneconomic satisfaction. Conflict was established as having a negative relationship with noneconomic satisfaction, which related positively to economic satisfaction in B2B relationships.

Practical implications: The findings give purchase and sales managers insights that enable them to understand how opportunism relates to conflict, how these two antecedents relate to noneconomic satisfaction and how noneconomic satisfaction relates to economic satisfaction in purchase and sales business relationships. The tested model validates the hypothesised relationships between opportunism and conflict, conflict and noneconomic satisfaction, and noneconomic satisfaction and economic satisfaction from both a purchaser’s and a seller’s perspective. However, the negative relationship between opportunism and noneconomic satisfaction in purchaser–seller relationships could not be confirmed.

Originality/value: No existing study has focused on relationship marketing in business-to-business relationships from both a purchaser’s and a seller’s perspective to establish whether noneconomic satisfaction functions as a connector between economic satisfaction and opportunism and conflict.


Keywords

business-to-business (B2B) relationship; opportunism; conflict; economic satisfaction; noneconomic satisfaction; purchase manager; sales manager

Metrics

Total abstract views: 276
Total article views: 177


Crossref Citations

No related citations found.