Bringing Relationship Marketing Theory into B2b Practice: The B2b-Rp Scale and the B2b-Relperf Scorecard

FEUNL Working Paper No. 471

27 Pages Posted: 17 Feb 2006

See all articles by Luis Filipe Lages

Luis Filipe Lages

New University of Lisbon

Andrew Lancaster

New University of Lisbon

Carmen Lages

Instituto Superior de Ciências do Trabalho e da Empresa (ISCTE)

Date Written: 2005

Abstract

This study presents a new measurement scale to assess the performance of a relationship between two firms. The Business-to-Business Relationship Performance (B2B-RP) scale is presented as a high order concept. When tested in a sample of nearly 400 SMEs purchasing managers operating in a B2B e-marketplace, our findings reveal that greater relationship performance results in better 1) relationship policies and practices, 2) relationship commitment, 3) trust in the relationship, 4) mutual cooperation, as well as 5) satisfaction with the relationship. The multi-dimensional scale shows strong evidence of reliability as well as convergent, discriminant and nomological validity. Findings also reveal that B2B relationship performance is positively and significantly associated with loyalty. While building on this scale, the authors develop the B2B-RP Scorecard intended to be included in periodic reports. At the managerial level, both the scale and the scorecard are expected to help disclose relationship performance, and act as useful instruments for periodic planning, management, controlling, and improvement of B2B relationships.

Keywords: Relationship Performance, Relationship Marketing, B2B-RP Scale, B2B-RELPERF Scorecard, Electronic Markets

Suggested Citation

Lages, Luis Filipe and Lancaster, Andrew and Lages, Carmen, Bringing Relationship Marketing Theory into B2b Practice: The B2b-Rp Scale and the B2b-Relperf Scorecard (2005). FEUNL Working Paper No. 471, Available at SSRN: https://ssrn.com/abstract=882781 or http://dx.doi.org/10.2139/ssrn.882781

Luis Filipe Lages (Contact Author)

New University of Lisbon ( email )

Campus de Carcavelos
Rua da Holanda, 1
Carcavelos, 2775-405
Portugal
+351 213 801 600 (Phone)
+351 213 886 073 (Fax)

Andrew Lancaster

New University of Lisbon ( email )

Lisbon, 1099-085
Portugal

Carmen Lages

Instituto Superior de Ciências do Trabalho e da Empresa (ISCTE) ( email )

Complexo Indeg/Iscte
Av. Professor Anibal Bettencourt
Lisboa, 1600-189
Portugal