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Opportunism in buyer–seller relationships: Some unexplored antecedents

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  • Kang, Bohyeon
  • Jindal, Rupinder P.

Abstract

Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. However, there is a relative lack of research in the antecedents of opportunism. This paper draws upon transaction cost economics and relationship marketing paradigms to propose a conceptual framework involving six potential antecedents. Data from 270 franchisees in a Korea based franchise system is used to test the hypotheses. Results from a structural equation model show that the conflict in a relationship significantly increases franchisee opportunism. Furthermore, conflict mediates the effects of other antecedents in the framework which include alternative attractiveness, goal incongruity, unfairness, transaction-specific investments, and termination cost. The study provides theoretical and managerial insights into understanding and controlling opportunism.

Suggested Citation

  • Kang, Bohyeon & Jindal, Rupinder P., 2015. "Opportunism in buyer–seller relationships: Some unexplored antecedents," Journal of Business Research, Elsevier, vol. 68(3), pages 735-742.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:3:p:735-742
    DOI: 10.1016/j.jbusres.2014.07.009
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