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Charge the relationships and gain loyalty effects: turning the supply link alert to IT opportunities
Örebro University, Department of Business, Economics, Statistics and Informatics.
2003 (English)In: European Journal of Operational Research, ISSN 0377-2217, E-ISSN 1872-6860, Vol. 144, no 2, p. 257-269Article in journal (Refereed) Published
Abstract [en]

The main purpose of this paper is to explore and analyze interconnected effects related to the use of IT, and in so doing, provide an understanding of integrative logistics operations in a supply chain link. We take a theoretical point of departure in the three factors of relationship investments, formalization and trust. Thereafter we will expand and elaborate these factors by discussing embedded elements and mechanisms, related to relationships and loyalty, which result in an outlined model for empirical research focused on operational and strategic partnerships. Based on an empirical analysis we propose that the use of IT, expressed as digitization, can be seen as a driving force for bridging a gap between the actual and potential pattern of integrative logistics operations in a supply chain link. Digitization activates mechanisms in trust, commitment, and solidarity, which are related to loyalty and simultaneously enable heterogeneous influences in relationship characteristics.

Place, publisher, year, edition, pages
Amsterdam: Elsevier , 2003. Vol. 144, no 2, p. 257-269
Keywords [en]
Supply chain management, Integrative logistics operations, IT, Loyalty, Relationship
National Category
Social Sciences Business Administration
Research subject
Business Studies
Identifiers
URN: urn:nbn:se:oru:diva-15371DOI: 10.1016/S0377-2217(02)00392-2OAI: oai:DiVA.org:oru-15371DiVA, id: diva2:412708
Available from: 2011-04-26 Created: 2011-04-26 Last updated: 2017-12-11Bibliographically approved
In thesis
1. Value creation and loyalty in exchange relationships: a dynamic perspective
Open this publication in new window or tab >>Value creation and loyalty in exchange relationships: a dynamic perspective
2011 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

This marketing dissertation focuses on the troublesome aspects of value creation in dynamic business relations including in relation to internal and external customers. The research field points out that relationship-mediated value creation emerges in various forms of organizational arrangements, inter-organizational settings, service systems and networks.

The aim of this dissertation is to describe and analyze how loyalty and value creation shortfalls influence business relationship dynamics. It is claimed that shortfalls in value creation reflect a discrepancy between anticipated or present performance compared with business partners’ expectations.

In this dissertation, a dynamic perspective is applied to substantiate how critical episodes influence the continuity of relationships taking a progressive or regressive course of development. The study focuses on shortfalls in value creation and indicates troublesome aspects in term of the dimensions of customer satisfaction, trust and commitment. Accordingly, it directs attention towards the heterogeneous influence of business relationship dynamics which is caused by loyalty antecedents in specific episodes of value creation shortfalls.

The main contribution of this dissertation is a portrayal of 11 different episodes of shortfalls in value creation, which indicates the stabilizing role of loyalty antecedents in different dynamic business relations.

In essence, the findings specify that perceived or anticipated shortfalls in value creation imply an increased awareness among managers to account for loyalty antecedents in dynamic relationships. First, shortfalls in value creation are related to discrepancies between value proposition and value change. Second, stability can be achieved by substitution between trust and commitment (i.e. formalization) when there is a lack of value realization or value capture. Third, the formation of managerial commitment in goal congruence is crucial for stability when shortfalls relate to contingencies in the managerial system of control and coordination. The conclusions in this dissertation signify how loyalty antecedents may not be sequentially connected or activated along the relationship development process. In addition, these loyalty antecedents are occasionally inherently inconsistent in continuous and dynamic relationships.

This dissertation consists of an extended summary and seven research papers. The applied method is characterized by both multiple and single case study approaches. Furthermore, the qualitative and multidimensional approach used is pertinent to the discussion of value creation and loyalty in contrast to employing a single theory framework.

Place, publisher, year, edition, pages
Örebro: Örebro universitet, 2011. p. 148
Series
Örebro Studies in Business - Dissertations ; 2
Keywords
Marketing, Industrial marketing, Value creation, Shortfall, Loyalty, Business relationship, Trust, Commitment, Customer satisfaction.
National Category
Social Sciences Business Administration
Research subject
Business Studies
Identifiers
urn:nbn:se:oru:diva-14958 (URN)978-91-7668-791-8 (ISBN)
Public defence
2011-04-29, Örebro universitet, Hörsal M, (Musikhögskolan), Fakultetsgatan 1, Örebro, 13:15 (Swedish)
Opponent
Supervisors
Available from: 2011-03-15 Created: 2011-03-15 Last updated: 2017-10-17Bibliographically approved

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Gunnarsson, Claes

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