The Role of Perceived Relational Support in Entrepreneurcustomer Dyads

25 Pages Posted: 18 Jun 2008

See all articles by Dirk De Clerq

Dirk De Clerq

Brock University - Faculty of Business

Deva Rangarajan

Ball State University

Abstract

Drawing from social exchange theory and the marketing literature, we posit that entrepreneurs' commitment to and satisfaction with a customer depends on the extent to which they believe the customer is willing to provide strong support to entrepreneurs in their role as suppliers. We tested the hypotheses among 217 entrepreneurs in a Western European country and found that entrepreneurs' perceptions of relational support relate positively to their commitment to and satisfaction with the customer. In turn, the reliability and quality of the exchanges that took place between entrepreneurs and the customer affected their perceptions of relational support, as well as their attitudes through perceived relational support. We thus identify a key mechanism that explains relationship outcomes in entrepreneurcustomer dyads. We discuss the implications and limitations of our findings and provide directions for further research.

Suggested Citation

De Clercq, Dirk and Rangarajan, Deva, The Role of Perceived Relational Support in Entrepreneurcustomer Dyads. Entrepreneurship Theory and Practice, Vol. 32, No. 4, pp. 659-683, July 2008. Available at SSRN: https://ssrn.com/abstract=1147276 or http://dx.doi.org/10.1111/j.1540-6520.2008.00247.x

Dirk De Clercq (Contact Author)

Brock University - Faculty of Business ( email )

St. Catharines, Ontario L2S 3A1
Canada

Deva Rangarajan

Ball State University

Muncie, IN 47306-0340
United States

Register to save articles to
your library

Register

Paper statistics

Downloads
2
Abstract Views
340
PlumX Metrics