The realization of relationship marketing requires cooperative exchange between buyers and sellers. A key determinant of cooperative exchange is uncertainty perceived by the cooperating parties. This study investigates how cooperation is affected by decision makers’ perception of uncertainties in the environmental context, in relationships, and in decision-making routines. A sample of 135 branch managers from banks is used in a LISREL model. The results show that uncertainty regarding relationship and decision-making have strong direct effects on relationship cooperation. An important finding is that contextual uncertainty causes relationship cooperation indirectly. The results highlight the importance of organization in firms that aim to facilitate cooperation between buyer and seller. In addition, they set an agenda for future research.
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Publisher Info
Paper provided by Uppsala University, Department of Business Studies in its series Working Papers with number
1998:5.
Length: 35 pages Date of creation: 1998 Date of revision: Handle: RePEc:hhb:uufewp:9805
Contact details of provider: Postal: Department of Business Studies, Uppsala University, Box 513, SE-751 20 Uppsala, Sweden Web page: http://www.fek.uu.se/
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