What is it about?
This study intends to contribute to a better understanding of how value creation coaligns with relationship quality and how this coalignment affects a firm's performance following a configuration theory approach.
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Why is it important?
The empirical results reveal that not all the manufacturers have the same orientation towards their creation of value for the main distributor and that the coalignment between their creation of value for the main distributor and the dimensions of relationship quality yields stronger distributor loyalty. This was not the case, however, with manufacturer's business performance for which no such relationship was found.
Perspectives
The objective of this study has been to show howthe coalignment between customer value-creation (understood from a functionalist perspective) and relationship quality allows a firm to attain better customer-related and business performance outcomes. By taking a profile deviation analysis within the configuration theory approach we offer a novel vision of how these two variables coalign.
Dr José Ángel López Sánchez
Universidad de Extremadura
Read the Original
This page is a summary of: How Value Creation and Relationship Quality Coalignment Affects a Firm's Performance: An Empirical Analysis, Journal of Marketing Channels, July 2015, Taylor & Francis,
DOI: 10.1080/1046669x.2015.1071592.
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