This study involves establishing imperative customer relationship value antecedents and mediators within the business-to-business (B2B) railway industry of Southern Africa and determining whether these relationship value antecedents and mediators will achieve customer retention as an outcome. The goal is to create a conceptual model for the B2B railway industry of Southern Africa, which will be done through reviewing well-established theories and past literature on the topics of relationship marketing, relationship value, and retention within the B2B industry. After an examination of the existing literature, a proposed conceptual model will be developed and tested using confirmatory factor analysis (CFA) with a sample of 265 B2B supplier companies operating in the Southern African railway market. The CFA represents the measurement model of this research, which proposes the relationship value antecedents, mediators, and their influence on retention within the B2B railway industry of Southern Africa. Secondly, structural equation modelling (SEM) will be conducted, in order to test relation-ships with latent factors. The results indicate that the factors of service, supplier, relational, and financial performance are important antecedents, and that satisfaction and relationship value are significant mediators of customer retention in the B2B railway industry of Southern Africa. / Business Management / D. Admin. (Business Management)

The following dissertation uses an exploratory and confirmatory approach to explain relationship value within the grape and wine industry in Australia. Specifically, the research develops and empirically captures and compares buyers’ and sellers’ perceptions pertaining to relationship value. A three phase model was developed from a comprehensive literature review and further enriched through a qualitative field study involving sixteen in-depth interviews with wineries and their grape suppliers in Western Australia. The hypothesised structural equation models were tested using data gathered from a comprehensive survey of 175 wineries and 400 wine grape suppliers located in South Australia, Victoria, New South Wales and Western Australia. Research findings highlight the similarities and differences in relationship value antecedents and outcomes for wineries and grape suppliers. In Phase One, it was evident from the working relationships studied that partner attributes included in the model – conflict resolution, communication, performance satisfaction, trust and cooperation - all made an important contribution towards the realisation of relationship value for both parties. A restrained use of power was found to be critical to avoid a reduction in the ability to resolve conflict, the level of performance satisfaction and trust in the relationship. / In Phase Two, profitability benefits were shown to be the strongest predictors of relationship value, whilst the realisation of market and scout benefits strongly assisted firms to innovate. Perceptions of relationship costs were comparatively low for both customers and suppliers. The results of the Phase Three model provide rare empirical evidence which showed that while both parties share these same key relational antecedents and value outcomes (profitability benefits, innovation and market/scout benefits and relationship costs), the means by which relationship value is conferred was significantly different. For customers, satisfaction with a supplier’s performance enhanced perceptions of the value of that relationship due to the potential to increase profitability. Also, customer perceptions of relationship value increased through trust and cooperation. In contrast, suppliers in a trusting and cooperative relationship with a customer have the opportunity to increase the value of their relationships to the extent that they are willing to innovate to build strategic position, reduce costs and improve quality to increase profitability. Cluster analysis revealed there were those firms with a high relational orientation and others with a low relational orientation within both winery and grape supplier groups. Specifically, those wineries and grape suppliers with higher levels of conflict resolution, communication, performance satisfaction, trust and cooperation had corresponding higher levels of relationship value.

Both marketing researchers and practitioners realise that having customer relationships that enhance a firm's competitive advantage is an important strategic issue and that there is a need for relationship value measurement. But the research on relationship value measurement is limited, especially from a seller's perspective, despite numerous calls for it. The reason for the limited research might be that the nature of customer relationships is complex, largely intangible, and long-term oriented. Baxter and Matear's (2004) study directly addresses the issue of the measurement of the intangible part of the value of a business-to-business relationship from a seller's perspective. Synthesising an intellectual capital model into the relationship marketing literature, Baxter and Matear (2004) propose an intangible relationship value (IRV) model for assessing the value of the intangible part of the resources that sellers gain through their relationships with their business buyers. The IRV model has been empirically tested and supported in New Zealand's manufacturing industry. The current study replicated Baxter and Matear's (2004) study in order to further assess the validity of the IRV model and its scales. Exploratory factor analysis was used first to identify the dimensionality of the IRV. Then the four aspects of construct validity - reliability, and convergent, discriminant, and nomological validities - were examined. The exploratory factor analysis of the focal relationship value items in the questionnaire found six first-order dimensions of the IRV. As expected, these six first-order value dimensions are the same as in the Baxter and Matear (2004) study: competence, attitude, intellectual agility, relationships, organisation, and renewal and development. Further exploratory factor analysis of the summated scales of these six first-order values found two higher-order value dimensions: the human intangible value dimension and the structural intangible value dimension. Thus the dimensionality of the IRV model is supported in the current study. The exploratory factor analysis retained 36 out of the initial 42 measures developed by Baxter and Matear (2004). These 36 retained measures include 20 of the 22 measures in Baxter and Matear's (2004) final purified scales. The validity of these 36 measures was then further investigated. The reliability examination found that the measurements of the six first-order IRV constructs are reliable in the current study. Evidence was also found for the convergent and discriminant validities in the measurements of the human and structural intangible value, the convergent validity in the measurement of the IRV, and the nomological validity of the IRV construct. Thus, the 36 measures retained in the final results of the current study are valid for the respondents in the current study. The findings suggest that Baxter and Matear's (2004) intellectual capital approach to measuring IRV is appropriate. It has potentially provided a way to assess intangible value in relationships. Based on the dimensions and the measures provided by the IRV model, sellers can systematically assess the potential IRV of their current and potential customer relationships, and make their strategic decisions on how to manage these customer relationships accordingly.

Both marketing researchers and practitioners realise that having customer relationships that enhance a firm's competitive advantage is an important strategic issue and that there is a need for relationship value measurement. But the research on relationship value measurement is limited, especially from a seller's perspective, despite numerous calls for it. The reason for the limited research might be that the nature of customer relationships is complex, largely intangible, and long-term oriented. Baxter and Matear's (2004) study directly addresses the issue of the measurement of the intangible part of the value of a business-to-business relationship from a seller's perspective. Synthesising an intellectual capital model into the relationship marketing literature, Baxter and Matear (2004) propose an intangible relationship value (IRV) model for assessing the value of the intangible part of the resources that sellers gain through their relationships with their business buyers. The IRV model has been empirically tested and supported in New Zealand's manufacturing industry. The current study replicated Baxter and Matear's (2004) study in order to further assess the validity of the IRV model and its scales. Exploratory factor analysis was used first to identify the dimensionality of the IRV. Then the four aspects of construct validity - reliability, and convergent, discriminant, and nomological validities - were examined. The exploratory factor analysis of the focal relationship value items in the questionnaire found six first-order dimensions of the IRV. As expected, these six first-order value dimensions are the same as in the Baxter and Matear (2004) study: competence, attitude, intellectual agility, relationships, organisation, and renewal and development. Further exploratory factor analysis of the summated scales of these six first-order values found two higher-order value dimensions: the human intangible value dimension and the structural intangible value dimension. Thus the dimensionality of the IRV model is supported in the current study. The exploratory factor analysis retained 36 out of the initial 42 measures developed by Baxter and Matear (2004). These 36 retained measures include 20 of the 22 measures in Baxter and Matear's (2004) final purified scales. The validity of these 36 measures was then further investigated. The reliability examination found that the measurements of the six first-order IRV constructs are reliable in the current study. Evidence was also found for the convergent and discriminant validities in the measurements of the human and structural intangible value, the convergent validity in the measurement of the IRV, and the nomological validity of the IRV construct. Thus, the 36 measures retained in the final results of the current study are valid for the respondents in the current study. The findings suggest that Baxter and Matear's (2004) intellectual capital approach to measuring IRV is appropriate. It has potentially provided a way to assess intangible value in relationships. Based on the dimensions and the measures provided by the IRV model, sellers can systematically assess the potential IRV of their current and potential customer relationships, and make their strategic decisions on how to manage these customer relationships accordingly.

No description available.

In the light of the global competitive markets, firms are motivated to reduce costs and increase benefits derived from collaboration. As a result of this, customers reduce the number of suppliers and rather focus on establishing strategic relationships with fewer suppliers. Relationship marketing, which results in relationship value, is a fairly new concept which originated during the 1980s; as various academic authors have noted, this subject has not yet been fully explored. Value is a subjective concept, conceptualised as a trade-off between benefits and sacrifices, and can be multifaceted. Perceptions regarding value are relative to the competition. This research determined which relationship value constructs can be classified as antecedents and which of those are mediators within the South African automotive supply chain and if relationship value can lead towards retention. This research further determined what Tier 1 suppliers value most from their Tier 2 suppliers. This is important as it is crucial to retain business for Tier 2 suppliers who are usually of South African descent. The primary objective of the research was achieved, that is, to “develop a relationship value model for the South African automotive B2B supply chain”. The secondary objectives were also achieved, namely:  Objective 1: Determine RVM (relationship value model) constructs in the relationship between Tier 1 and Tier 2 suppliers.  Objective 2: Determine how trust and commitment relate to relationship value iii  Objective 3: Determine the antecedents for the perception of relationship value by Tier 1 suppliers.  Objective 4: Determine the relationship between relationship value and business retention. From this study, it is self evident that relationship quality is perceived as being more significant than the actual product in the South African automotive supply chain since it demands a high regard for quality in general. Added to this, Tier 2 suppliers should take cognisance of trust as being of utmost importance to establish relationship value, which in return results in business retention. With the introduction of sufficient relationship value strategies, Tier 2 suppliers should be enabled to mitigate competition based on pricing. Also, with added relationship value, Tier 2 suppliers could establish themselves in a desirable position in order to retain, and even expand, business prospects in the future. / Business Management / D.B.L.

In the light of the global competitive markets, firms are motivated to reduce costs and increase benefits derived from collaboration. As a result of this, customers reduce the number of suppliers and rather focus on establishing strategic relationships with fewer suppliers. Relationship marketing, which results in relationship value, is a fairly new concept which originated during the 1980s; as various academic authors have noted, this subject has not yet been fully explored. Value is a subjective concept, conceptualised as a trade-off between benefits and sacrifices, and can be multifaceted. Perceptions regarding value are relative to the competition. This research determined which relationship value constructs can be classified as antecedents and which of those are mediators within the South African automotive supply chain and if relationship value can lead towards retention. This research further determined what Tier 1 suppliers value most from their Tier 2 suppliers. This is important as it is crucial to retain business for Tier 2 suppliers who are usually of South African descent. The primary objective of the research was achieved, that is, to “develop a relationship value model for the South African automotive B2B supply chain”. The secondary objectives were also achieved, namely:  Objective 1: Determine RVM (relationship value model) constructs in the relationship between Tier 1 and Tier 2 suppliers.  Objective 2: Determine how trust and commitment relate to relationship value iii  Objective 3: Determine the antecedents for the perception of relationship value by Tier 1 suppliers.  Objective 4: Determine the relationship between relationship value and business retention. From this study, it is self evident that relationship quality is perceived as being more significant than the actual product in the South African automotive supply chain since it demands a high regard for quality in general. Added to this, Tier 2 suppliers should take cognisance of trust as being of utmost importance to establish relationship value, which in return results in business retention. With the introduction of sufficient relationship value strategies, Tier 2 suppliers should be enabled to mitigate competition based on pricing. Also, with added relationship value, Tier 2 suppliers could establish themselves in a desirable position in order to retain, and even expand, business prospects in the future. / Business Management / D.B.L.

Submitted by William Justo Figueiro (williamjf) on 2015-07-21T22:45:48Z No. of bitstreams: 1 64c.pdf: 2315325 bytes, checksum: e122893fc56bd6625ca9c6e2f6989043 (MD5) / Made available in DSpace on 2015-07-21T22:45:48Z (GMT). No. of bitstreams: 1 64c.pdf: 2315325 bytes, checksum: e122893fc56bd6625ca9c6e2f6989043 (MD5) Previous issue date: 2012-07-29 / Nenhuma / O termo marketing de relacionamento foi introduzido na literatura acadêmica no final dos anos 1970 como uma estratégia das empresas priorizarem relacionamentos de longo prazo para obter vantagens e benefícios. Deste então, uma série de dimensões são propostas na literatura para entender a manutenção do relacionamento do fornecedor. Com o crescente número de dimensões disponíveis, torna-se mais complexa a compreensão de quais são as dimensões mais importantes para uso em novas pesquisas e quais dimensões não são tão significativas. O presente estudo sugere uma abordagem de natureza quantitativa-descritiva para verificar a percepção do cliente acerca da manutenção do relacionamento no contexto de serviços de TI. Para tal, utilizouse de dimensões de alta ordem, que avaliou o relacionamento de um modo geral, com medidas unidimensionais e multidimensionais. Foram destacadas por este estudo duas dimensões de alta ordem presentes na literatura, que são a qualidade do relacionamento e o valor do relacionamento. Decorrente destas dimensões utilizou-se a modelagem de equações estruturais para elaborar e testar três modelos teóricos. Um dos modelos utilizou uma abordagem mista que buscou integrar a qualidade do relacionamento e o valor do relacionamento. A coleta de dados foi realizada através de uma survey com 290 executivos de TI de empresas localizadas no estado do Rio Grande do Sul que compram e necessitam de serviços de TI. Os resultados sugerem que o modelo que representa a qualidade do relacionamento tem maiores condições de avaliar a manutenção do relacionamento de fornecedores de serviços de TI. Quando a qualidade do relacionamento e o valor do relacionamento são colocados em uma avaliação conjunta, o valor do relacionamento perde efeito em relação à manutenção do relacionamento. Outras implicações decorrentes desta análise são comentadas e sugeridas como pesquisas futuras. / The term relationship marketing was introduced in academic literature in late 70's as a corporate strategy to prioritize long-term relationships to obtain advantages and benefits. Since then, a series of dimensions are proposed in the literature to understand the maintenance of supplier relationship. With the growing number of available dimensions, it is more complex the understanding of which are the most important dimensions to be used in further researches and dimensions which are not as significant. This study suggests an approach of a quantitative-descriptive nature to verify the customer's perception concerning the maintenance of the relationship in the context of IT services. For such, were used high-order dimensions, which evaluated the relationship in general, with one-dimensional and multidimensional measures. Were highlighted by the study two dimensions of higher order found in the literature, which are the quality of relationship and the value of the relationship. Resulting from these dimensions it was used structural equation modeling to develop and test three theoretical models. One of the models used a mixed approach that sought to integrate the quality of the relationship and the value of the relationship. Data collection was carried out through a survey with 290 IT executives from companies located in the state of Rio Grande do Sul which buy and need IT services. The results suggest that the model that represents the quality of the relationship has higher position to assess the maintenance of the relationship of IT service suppliers. When the quality of relationship and value of the relationship are placed in a joint evaluation, the value of the relationship loses effect in relation to maintenance of the relationship. Other implications arising from of this analysis are commented and suggested as future researches.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2015-10-16T15:41:17Z No. of bitstreams: 1 ALEXIA HOPPE_.pdf: 4809664 bytes, checksum: 83d35b15f961cdea68a5cfe59f4a1b73 (MD5) / Made available in DSpace on 2015-10-16T15:41:17Z (GMT). No. of bitstreams: 1 ALEXIA HOPPE_.pdf: 4809664 bytes, checksum: 83d35b15f961cdea68a5cfe59f4a1b73 (MD5) Previous issue date: 2015-03-11 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / CNPQ – Conselho Nacional de Desenvolvimento Científico e Tecnológico / A crescente ocorrência da epidemia da obesidade no mundo tem trazido à tona preocupações relacionadas à saúde pública. Neste contexto, os alimentos industrializados tendem a receber grande parcela de culpa pelo avanço da obesidade e suas consequências. No entanto, para reverter esse crescimento, é essencial também a mudança do estilo de vida do consumidor – cuja preocupação com saúde e bem estar tem se destacado ao longo dos últimos anos como tendência de mercado. O surgimento da categoria de alimentos voltados à saúde e bem-estar, na qual se enquadram os alimentos funcionais (AF), demonstra uma resposta da indústria frente a esta tendência. Os AF são definidos como aqueles alimentos que, quando consumidos com regularidade e associados a uma dieta saudável, vão além de sua função nutricional básica ao promover um benefício à saúde. Devido às peculiaridades e complexidade envolvida, são poucas as iniciativas bem sucedidas de projetos de desenvolvimento de novos produtos (NPD) voltados à saúde e bem-estar no mercado brasileiro. Relações interorganizacionais colaborativas são uma alternativa para alavancar o desenvolvimento desta cadeia de suprimentos. É preciso, no entanto, criar valor na relação entre os agentes e também para o consumidor final, figura normalmente negligenciada. Sendo assim, este trabalho investiga como se dá a criação de valor na relação entre os agentes da cadeia de suprimentos de alimentos voltados à saúde e bem estar em projetos de NPD, bem como qual o papel do consumidor neste contexto. Para tal, a literatura e teorias de base sobre relações e valor são revisitadas. Não há, porém, um esquema conceitual previamente estabelecido, pois se utiliza primeiramente a abordagem indutivo-qualitativa de pesquisa. Ela é aplicada através estudo de casos múltiplos em laticínios brasileiros. Em seguida, uma etapa dedutivo-quantitativa (survey com consumidores porto-alegrenses) é aplicada. Os dados são analisados conjuntamente com o caso benchmark de um laticínio escandinavo e consumidores dinamarqueses. Os resultados mostram a presença de relações colaborativas, como a díade comprador-fornecedor e centros de pesquisa. O valor da relação é diferente para cada agente, podendo ser tanto tangível (como recursos financeiros) quanto intangível (como confiança). Ainda, a survey evidencia um consumidor pouco interessado em interagir com empresas de alimentos para o NPD voltados à saúde e bem-estar. Plataformas online, no entanto, aparecem com uma possibilidade fácil e pouco onerosa de se obter informações sobre o consumidor, podendo melhorar o desempenho de empresas do setor. Este estudo se propôs a integrar a literatura das áreas de marketing e operações. Segue, entretanto, o desafio acadêmico da realização de estudos na interface destas duas áreas de conhecimento. / Overweight and the obesity epidemic have spread out over the past decade bringing up public health concerns. Processed food products are partially blamed for it. To change the growing numbers, however, consumers’ lifestyle changes are also crucial. Their concerns about health and wellness have indeed been a trend over the last years, and health and wellness focused food products – such as functional foods (FF) – have an important role in this trend. From the food industry’s perspective, the development of new products is a source of innovation, differentiation and added-value. By the establishment of dyadic relationships such as buyer-supplier, organizations also enable the combination of skills, sharing costs and risks and investment in research and New Product Development (NPD). Value chain analysis focuses specifically on business-to-business, while it is acknowledged that there is no added value if this is not perceived by consumers. In this context, a collaborative project arises as a viable and real alternative to NPD. However, due to a growing disconnection between consumers and industry, there are concerns about how to create value in NPD projects. Most innovative ideas do not become successful products, demonstrating the need to reflect on the experiences of collaborative NPD projects. In this context, this study aims to explore how the supply chain agents interact with each other to create relationship value. In addition, it is also motivated by the interest in looking beyond the classical buyer-supplier relationship to understand the role of consumers into NPD, suggesting that a closer relationship among all supply chain agents is essential to create value for them. Multiple theoretical perspectives are integrated to explain the relevance of a closer relationship in the context of food for health and wellness in emerging countries. Both inductive-qualitative and deductive-quantitative methodologies are combined to achieve this goal. Multiple case studies have been carried out with Brazilian dairy industries and. a survey with consumers has also been conducted. Data has been analysed together with a benchmark from Scandinavia. Results show the existence of collaborative relationships between food companies, suppliers and occasionally research centres. Relationship value varies according to the agent, and can be categorized as tangible (i.e. financial resources) and intangible (i.e. trust). Consumers are not interested in co-creation initiatives with the food industry, although a web-based platform appears as an inexpensive opportunity to create value for the consumer and improve companies’ performance. Finally, this study aimed to explore the interface between marketing and operations management research areas, but further research can still be conducted to continue deepening knowledge available in the field.

Submitted by Fábio Tescari (fabio.tescari@gmail.com) on 2015-06-25T19:10:47Z No. of bitstreams: 1 Texto Tese Fábio Tescari Versão Final.pdf: 1145134 bytes, checksum: 15234a9a464c7600892bd4b921411d2f (MD5) / Rejected by Pamela Beltran Tonsa (pamela.tonsa@fgv.br), reason: Boa Tarde Fábio, Infelizmente seu trabalho não encontra-se correto - Normas APA/ABNT. Por gentileza, para que possamos auxilia-lo favor comparecer a Secretaria de Registro 2º Andar - Atendimento ao Aluno. Procurar a Tereza. 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No. of bitstreams: 1 Texto Tese Fábio Tescari Versão Final ABNT.pdf: 1056652 bytes, checksum: ff130f54e4a3d43007ba62d73e7d08ec (MD5) Previous issue date: 2015-05-20 / Relationships among firms have been studied as a factor that pushes the limits for the value that is created by the firms individually, through the joint construction of benefits that could not occur if the relationship is not established. The total value created in a dyadic relationship, which is captured by the parties, is the relationship value. The benefits transcend the financial characteristics of the transaction. They can be converted into other aspects of the relationship, such as technical learning, service delivery, innovation and reputation. The shared and exchanged resources become sources of value creation. These resources stem from two different perspectives. First, from the resources that belong previously to each party, which I defined as intrinsic value. Second, from the resources that are jointly developed by the parties during the relationship, defined as relational value. In this context, this study aims to investigate the different characteristics of the parties that are sources of value creation in relationships, and to examine the factors influencing its capture by the parties. The study involved three steps. The first, a theoretical essay, aimed to explore the value dimensions in the relationship, regarding their definition and their sources. The following two steps focused on empirically testing the effect of these components of relationship value on value creation and capture. A cross-sectional survey and a multiple case study were performed. The theoretical perspectives that permeates the study is the Resource Based View, since it assumes that the firm resources generate economic value that transcends the limits of the firm and is captured by its customers and suppliers. The ontological approach is the critical realism, which allows a better understanding of empirically observed events. The results contribute to a better theoretical understanding of relationship, since the constructs of intrinsic value and relational value integrate different sources of benefits that may derive from relationships. The relationship between these constructs and their individual influence on value capture also bring a theoretical contribution to the study of buyer-supplier relationships. The main managerial contributions concern the fact that it is possible to capture value even if the relationship is not collaborative. Moreover, the results shed light on the need for firms to explore deeply how to extract more benefits from the other party and from the relationship itself, especially considering non-financial sources. / O relacionamento entre firmas vem sendo estudado como um fator que amplia os limites do valor criado pelas firmas individualmente, por meio da construção conjunta de benefícios que não poderia ocorrer caso o relacionamento não se estabelecesse. O valor total criado no nível da díade, que é capturado pelas partes, é o valor do relacionamento. Os benefícios obtidos transcendem as características financeiras da transação, podendo converter-se em outros aspectos da relação entre as firmas, tais como capacitação técnica, oferta de serviços, capacidade de inovação e reputação. Os recursos compartilhados e trocados entre as partes são fontes de criação de valor no relacionamento, mas originam-se de duas perspectivas diferentes. Eles podem pertencer previamente a uma delas, compondo um valor que é intrínseco, ou desenvolverem-se ao longo do relacionamento em si, resultando numa parcela de valor relacional. Neste contexto, este estudo propõe-se a investigar as diferentes características das partes que são fonte de criação de valor em um relacionamento, bem como analisar os aspectos que influenciam sua captura pelas partes. O estudo envolveu três etapas. A primeira, de cunho teórico, visou a explorar as dimensões do valor do relacionamento, no que se refere à sua definição e suas fontes. As duas etapas seguintes objetivaram testar empiricamente o efeito das fontes do valor do relacionamento na criação e captura de valor, por meio de uma survey transversal e um estudo de casos múltiplos. A perspectiva teórica que permeia o estudo é a Visão Baseada em Recursos, uma vez que ela pressupõe que os recursos das firmas produzem valor econômico que transcende os limites delas e é capturado por seus clientes e fornecedores. A abordagem ontológica é a do realismo crítico, a qual permite um melhor entendimento dos acontecimentos empiricamente observados. Os resultados contribuem para um melhor entendimento teórico sobre valor do relacionamento, uma vez que os construtos de valor intrínseco e valor relacional integram diferentes fontes de benefícios que podem advir de relacionamentos. A relação entre esses construtos e sua influência individual na captura de valor também trazem uma contribuição teórica ao estudo de relacionamentos comprador-fornecedor. As principais contribuições gerenciais dizem respeito ao fato de que é possível capturar valor mesmo que o relacionamento não seja colaborativo. Adicionalmente, os resultados enfatizam que as empresas deveriam explorar mais como fazer para extrair mais benefícios da outra parte e do relacionamento em si, em especial de fontes não-financeiras.