Journal
TOTAL QUALITY MANAGEMENT & BUSINESS EXCELLENCE
Volume 32, Issue 9-10, Pages 939-958Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/14783363.2019.1651197
Keywords
influence tactics; customer trust; long-term relationship; Vietnam B2B companies
Categories
Funding
- National Natural Science Foundation of China [71673238]
- Shantou University Scientific Research Foundation
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The study found that influence tactics significantly impact customer trust, which in turn positively influences buyer-supplier long-term relationships. Customer trust also mediates the relationship between influence tactics and buyer-supplier long-term relationships.
Influence tactics have been an important issue in the fields of management, organisational psychology and marketing research. This study aims to investigate the impact of influence tactics on customer trust, the link between customer trust and buyer-supplier long-term relationships and the mediating effect of customer trust between influence tactics and buyer-supplier long-term relationships. A structural equation model is used to test the hypotheses with a sample data of 306 purchasing managers from business to business (B2B) firms in Vietnam. Empirical results indicate a significant effect of influence tactics on customer trust. Information exchange, recommendations, promises, ingratiation and inspirational appeals tactics are found positively related to customer trust, except for threats tactic. Customer trust also has a positive influence on buyer-supplier long-term relationships. In addition, customer trust mediates the relationship between influence tactics and buyer-supplier long-term relationships. Findings provide important implications for academic researchers and business managers in the fields of influence tactics and relationship marketing.
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