An Exploration of the Moderating Role of Buyer Corporate Culture in Industrial Buyer-Seller Relationships

In this study, the authors examine industrial buyer-seller relationships, exploring the influence of buyer perceptions of their relationships on their repurchase intentions. In particular, close relationships, as opposed to pure transactions, are examined. Using data collected from buyers of industrial goods and services, the authors examine the association between buyers’ perceptions of relationship quality and repurchase intentions and the moderating effect of the corporate culture of the buying firms. The results suggest a significant relationship between buyer perceptions of the relationship and their repurchase intentions, as well as a significant moderating effect of buyer firm corporate culture. The implications of these findings for the study of marketing relationships, as well as for marketing practice, are also offered.