Business relations and reputation: A study on the impact of negative reputation in a buyer-supplier relationship
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Research gap: Reputation is seen as an important asset for companies and can create competitive advantages. Within business-to-business the reputation of the company is argued to affect the relationship between buyers and suppliers and although the area is stressed to be important, it is still under-researched. Previous literature is not aligning when it comes to the importance of reputation and the duration of the relationship and it also states trust to have impact on important parts of the relationship, such as affective commitment and the willingness to invest.
Purpose: The purpose of the thesis was to measure to what extent the duration of a buyer-supplier relationship affects trust, and to what extent trust affects the affective commitment and willingness to invest, when the reputation of the supplier was negative as the outcome of adverse publicity.
Hypothesis: H1a; H1b: The duration of buyer-supplier relationship has a positive impact on Trust (integrity or benevolence) if the reputation of the supplier is negative
H2a; H2b: Trust (integrity or benevolence) has a positive impact on affective Commitment, if the reputation of the supplier is negative
H3a; H3b: Trust (integrity or benevolence) has a positive impact on willingness to invest if the reputation of the supplier is negative
Method: The study had a quantitative approach and collected the data by a questionnaire sent to manufacturing business-to-business companies by email. 462 companies were contacted which resulted in 72 usable answers.
Conclusion:The buyer-supplier relationship was not to a significantly extent affected by negative reputation and the duration of the relationship was not differing to a substantially extent. The different trust increased the buyers’ affective commitment and willingness to invest which demonstrates the importance of trust in the relationship due to negative reputation.
Place, publisher, year, edition, pages
2013. , 73 p.
Reputation, Trust, Affective commitment, Willingness to invest
IdentifiersURN: urn:nbn:se:lnu:diva-27246OAI: oai:DiVA.org:lnu-27246DiVA: diva2:633879
Marketing Programme, 180 credits
UppsokSocial and Behavioural Science, Law