@inproceedings{33bf197fbfc747ee95900ca03cae17a4,
title = "A Dyadic View on Buyers and Sellers Social Capital: Its Effect on Customized Treatments and Relationship Commitment",
abstract = "This paper aims to expand existing models of customization by integrating network and social capital theories and investigating the roles of a close social relationship and information sharing in customization behavior of buyers and suppliers. Customization is perceived as an effective means for maintaining and/or developing effective buyer–supplier relationships. Building on social capital theory we adopt the view that privileged access to customized resources results from a close social relationship and that this is achieved via increasing information sharing. The buying firm selected for this study is a division of a global manufacturer of industrial equipment with operations in Europe. The data consist of 103 matched pairs of supplier and buyer data. Partial least squares estimates is used to analysis the data. Close social relationships prove to be important antecedents to supplier and buyer information sharing and buyer customization. However, we also find that suppliers attach more value to information shared by their partners than do buyers. For suppliers a close relationship does not lead directly to customization in the presence of information sharing. Buyer information sharing plays a significant role for suppliers before they customize. This could be an indication that suppliers are more careful than buyers when making their customization decision opposite to buyers for whom supplier information sharing has a negative effect on buyer customization. Our results may indicate that a supplier that is relationship oriented has a positive association with information sharing. On the other hand, a buyer that is transactional oriented might feel less satisfied the more the supplier shares information. Additionally, satisfaction with feedback is an important factor that stimulates buyer and supplier affective commitment to a relationship.",
keywords = "Customization Behavior, Global Manufacturer, Privileged Access, Sellers Social, Social Capital",
author = "Chris Storey and Agnieszka Blonska and {de Ruyter}, Ko",
note = "Publisher Copyright: {\textcopyright} 2016, The Academy of Marketing Science.",
year = "2016",
month = jan,
day = "1",
doi = "10.1007/978-3-319-19428-8_101",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "383",
editor = "Groza, {Mark D.} and Ragland, {Charles B.}",
booktitle = "Marketing Challenges in a Turbulent Business Environment",
address = "Switzerland",
}