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Uncertainty in cooperation between service buyers and sellers
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Humanistisk-samhällsvetenskapliga vetenskapsområdet, Faculty of Social Sciences, Department of Business Studies.
1998 (English)Report (Other academic)
Abstract [en]

The realization of relationship marketing requires cooperative exchangebetween buyers and sellers. A key determinant of cooperative exchange isuncertainty perceived by the cooperating parties. This study investigates howcooperation is affected by decision makers’ perception of uncertainties in theenvironmental context, in relationships, and in decision-making routines. Asample of 135 branch managers from banks is used in a LISREL model. Theresults show that uncertainty regarding relationship and decision-making havestrong direct effects on relationship cooperation. An important finding is thatcontextual uncertainty causes relationship cooperation indirectly. The resultshighlight the importance of organization in firms that aim to facilitatecooperation between buyer and seller. In addition, they set an agenda forfuture research.

Place, publisher, year, edition, pages
Uppsala: Företagsekonomiska institutionen , 1998. , p. 35
Series
Working paper, ISSN 0280-1604 ; 1998:5
Keywords [en]
Business studies
Keywords [sv]
Företagsekonomi
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-2439ISBN: 99-2905763-3 OAI: oai:DiVA.org:uu-2439DiVA, id: diva2:128700
Available from: 1998-01-01 Created: 1998-01-01

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CiteExportLink to record
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Citation style
  • apa
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  • de-DE
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  • nn-NO
  • nn-NB
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More languages
Output format
  • html
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