Customer perceptions of dependencies in customer–supplier relationships

Abstract

This paper studies how customer and their supplier's dependency and the relative dependency of both firms correlates with customer perceptions of environmental uncertainties, relational exchange and both customer and supplier exchange benefits. The study draws on resource dependency and transaction cost economics theories and is based on a survey of 372 paper mills. The results indicate that customers perceive dependency is related to exchange benefits and not environmental uncertainties or relational exchange and the exchange benefits differ depending on which exchange partner is dependent and the relative dependence between the exchange partners.

Keywords:

• relational marketing
• governance
• customer–supplier relationships