of Resources to Business Customers企业客户资源

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1、1SocialBondsandSupplierAllocationofResourcestoBusinessCustomers12RogerBaxter,ArchG.Woodside1AUTUniversity,NewZealand2BostonCollege,USAABSTRACTPurposeofthepaperandliteratureaddressedThispaperaddressesquestionsabouttheeffectthatsocialbondsbetweenrelation

2、shippartnershaveonthewayinwhichasupplierallocatesresourcestoitsrelationshipwithabuyer.Twokeyquestionsthepaperaddressesarethefollowing.Inbusinessmarkets,doesstrengthofsocialbondsthatasupplierperceiveswithaspecificcustomerinfluencethesupplier’sallocation

3、soffinancial,physical,time,andintangibleresourcestothiscustomerrelativetoothercustomers?Ifsocialbondingdoesuniquelyimpactsupplierallocationofresourcestocustomers,doestheimpactvarybylengthofthesupplier-customerrelationship?Thepaperproposesandempirically

4、examinesthreealternativetheories(honeymoon,maturity,andimprintingtheories)thatindicatehowsuppliers’perceptionsofsocialbondswithcustomersinfluencethesuppliers’allocationsofresourcesandalsoexaminesthepropositionthatsocialbondingcontributesuniquelytosuppl

5、ierallocations.Honeymoontheoryistheproposalthatthepositiveinfluenceofsocialbondingonsupplierresourceallocationisgreatestinrelativelynewsupplier-customerrelationshipsversuslong-termrelationships.Maturitytheoryproposestheopposite—thepositiveinfluenceofso

6、cialbondingonsupplierresourcesallocationisgreatestinlong-termversusnewrelationships.Imprintingtheoryproposesthatnointeractionoccursbetweentheeffectsofsocialbondingandlengthofsupplier-customerrelationshiponsupplierresourceallocations.Thetheoreticalgroun

7、dingforthestudyextendstheIMPstreamofresearch,usingideasincludingtheconceptsofrelationshipmarketingtheoryandHomans’frameworkforsocialbehavior.ResearchmethodThestudycollectsdataonseven-pointscalesfrom314salesandmarketingmanagersinNewZealandmanufacturers.

8、Thestudythenanalyzesrelationshipsbetweenvariablesusingcorrelations,includingpartialcorrelationstoseparatetheeffectsoffinancialbondingfromsocialbonding;pathanalysis;andtippingpointanalysis.2ResearchfindingsAnalysesofdatafromanationalsurv