Purchaser perceptions of early phase supplier relationships: The role of similarity and likeability

We investigate trust formation in the understudied area of early-phase relationship and its effects on the selection of purchaser-supplier governance. The theoretical framework underlying the research draws on purchaser/supplier relationships, swift/affective trust formation, social exchange theory,...

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Bibliographic Details
Published in:Journal of business research 2021-05, Vol.128, p.174-186
Main Authors: Nagel, Duane M., Giunipero, Larry, Jung, Hyeyoon, Salas, Jim, Hochstein, Bryan
Format: Article
Language:English
Subjects:
Analysis
Business schools
Buyer-seller relationships
Likeability
Logistics
Marketing
Relational Governance
Relationship marketing
Similarity
Swift trust
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Summary:We investigate trust formation in the understudied area of early-phase relationship and its effects on the selection of purchaser-supplier governance. The theoretical framework underlying the research draws on purchaser/supplier relationships, swift/affective trust formation, social exchange theory, and transaction cost analysis to develop the hypotheses. This study is the first to provide insights into early phase relationships and demonstrate that purchaser-supplier similarity and supplier’s likeability are significantly related to purchaser trust in suppliers. In particular, similarity has a stronger positive relationship with trust than supplier likeability. The combined results of a field study and a scenario-based experiment offer strong evidence that suppliers’ similarity and likeability play a key role in forming early trust and governance selection.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2021.01.026