Comportamiento del lado oscuro y satisfacción en las relaciones comerciales entre empresas. Revisión de literatura

Palabras clave: relaciones comerciales, mercadeo relacional, satisfacción, marketing B2B, comportamientos del lado oscuro

Resumen

Las relaciones comerciales son un elemento esencial del marketing relacional pues su adecuada gestión permite a las empresas obtener beneficios. Estas relaciones pueden verse afectadas por distintos factores, entre los cuales están los comportamientos del lado oscuro o conductas como el ocultamiento de información, el oportunismo, la intención de generar confusión, la venta de información, el engaño, el irrespeto a la privacidad y los cobros injustificados. El objetivo de este artículo fue identificar investigaciones cuyo enfoque fueran los comportamientos del lado oscuro y su relación con la satisfacción en las relaciones comerciales entre empresas. Para lograr este propósito, se realizó una revisión sistemática de la literatura de documentos redactados en el periodo 2010-2022. Se identificaron teorías, autores, metodologías.

 

Descargas

La descarga de datos todavía no está disponible.

Biografía del autor/a

Carlos Javier Ayala-Regalado, Fundación Universitaria Ceipa, Escuela de Administración, Sabaneta, Colombia y Universidad EAFIT, Medellín, Colombia

Psicólogo por la Pontificia Universidad Javeriana de Cali. Magíster en Administración por la Universidad de Medellín. Experiencia laboral en empresas como Danisco, Arturo Calle y Hospital Universitario San Ignacio. Consultor de mercadeo y en entrenamiento de equipos comerciales a microempresas. Docente en la Institución Universitaria Esumer, en la Institución Universitaria Salazar y Herrera, la Universidad Católica Luis Amigó, la Universidad de Medellín y la Fundación Universitaria Ceipa. Actualmente, docente de los programas de Mercadeo en la Fundación Universitaria Ceipa en Sabaneta (Colombia).

Citas

Akrout, H., & Diallo, M. (2017). Fundamental transformations of trust and its drivers: A multi-stage approach of business-to-business relationships. Industrial Marketing Management, 66, 159-171. https://doi.org/10.1016/j.indmarman.2017.08.003

Akrout, H., Diallo, M., Akrout, W., & Chandon, J. (2016). Affective trust in buyer-seller relationships: a two-dimensional scale. Journal of Business and Industrial Marketing, 31(2), 260-273. https://doi.org/10.1108/JBIM-11-2014-0223

Ahmmed, K., Islam, S., Noor, N. A., Rahman, K. M., & Ahmed, F. (2019). Toward a theoretical framework of relationship marketing in the business context. Market-Tržište, 31(2), 209-226. https://doi.org/10.22598/mt/2019.31.2.209

Anderson, J., & Narus, J. (1990). A model of the distributor’s perspective of manufacturer working partnership. Journal of Marketing, 54(1), 42-58. https://doi.org/10.2307/1252172

Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research, 29(1), 18-34. https://doi.org/10.2307/3172490

Atkins, D., & Kessel, D. (2008). Religiousness and infidelity: Attendance, but not faith and prayer, predict marital fidelity. Journal of Marriage and Family, 70(2), 407-418. https://doi.org/10.1111/j.17413737.2008.00490.x

Bagozzi, R. (1975). Marketing as exchange. Journal of Marketing, 39(4), 32-39. https://doi.org/10.2307/1250593

Barnes, B., Leonidou, L., Siu, N. Y., & Leonidou, C. (2015). Interpersonal factors as drivers of quality and performance in western-Hong Kong interorganizational business relationships. Journal of International Marketing, 23(1), 23-49. https://doi.org/10.1509/jim.14.0008

Baumeister, R., Bratslavsky, E., Finkenauer, C., & Vohs, K. (2001). Bad is stronger than good. Review of General Psychology, 5(4), 323-370. https://doi. org/10.1037/1089-2680.5.4.323

Berry, L. (1983). Relationship marketing. En L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging perspectives of service marketing (pp. 25-38). American Marketing Association.

Blau, P. (1964). Exchange and power in social life. John Wiley & Sons.

Brashear, T., Boles, J., Bellenger, D., & Brooks, C. (2003). An empirical test of trust-building processes and outcomes in sales manager-salesperson relationships. Journal of the Academy of Marketing Science, 31(2), 189-200. https://doi.org/10.1177/0092070302250902

Cabral, S., Ribeiro, P. F., & Romão, S. Z. (2020). Determinants of contract renewals in business-to-business relationships. RAUSP Management Journal, 55(4), 473-489. https://doi.org/10.1108/RAUSP-04-2019-0057

Cannon, J., & Perreault, W. (1999). Buyer-seller relationships in business markets. Journal of Marketing Research, 36(4), 439-460. https://doi.org/10.2307/3151999

Chu, S., & Fang, W. (2006). Exploring the relationships of trust and commitment in supply chain management. The Journal of American Academy of Business, 9(1), 224-228.

Coffey, P., Leitenberg, H., Henning, K., Turner, T., & Bennett, R. (1996). Mediators of the long-term impact of child sexual abuse: Perceived stigma, betrayal, powerlessness, and self-blame. Child Abuse & Neglect, 20(5), 447-455. https://doi.org/10.1016/0145-2134(96)00019-1

Cook, K., & Emerson, R. (1978). Power, equity and commitment in exchange networks. American Sociological Review, 43(5), 721-739. https://doi.org/10.2307/2094546

Corsaro, D. (2015). Negative aspects of business relationships for resource mobilization. Australasian Marketing Journal, 23(2), 148-154. https://doi.org/10.1016/j.ausmj.2015.04.010

Cropanzano, R., & Mitchell, M. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874-900. https://doi.org/10.1177%2F0149206305279602

Davis-Sramek, B., Droge, C., Mentzer, J., & Myers, M. (2009). Creating commitment and loyalty behavior among retailers: What are the roles of service quality and satisfaction? Journal of the Academy of Marketing Science, 37, 440-454. https://doi.org/10.1007/s11747-009-0148-y

Doney, P., & Cannon, J. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51. https://doi.org/10.2307/1251829

Dou, W., Li, H., Zhou, N., & Su, C. (2010). Exploring relationship satisfaction between global professional service firms and local clients in emerging markets. Journal of International Business Studies, 41(7), 1198-1217. https://doi.org/10.1057/jibs.2009.78

Duriau, V. J., Reger, R. K., & Pfarrer, M. D. (2007). A content analysis of the content analysis literature in organization studies: Research themes, data sources, and methodological refinements. Organizational Research Methods, 10(1), 5-34. https://doi.org/10.1177/1094428106289252

Dwyer, F., Schurr, P., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27. https://doi.org/10.2307/1251126

Edwards, A. (1953). The relationship between the judged desirability of a trait and the probability that the trait will be endorsed. Journal of Applied Psychology, 37(2), 90-93. https://doi.org/10.1037/h0058073

Emerson, R. (1976). Social exchange theory. Annual Review of Sociology, 2(335-362), 279-289. https://doi.org/10.1146/annurev.so.02.080176.002003

Farrelly, F., & Quester, P. (2005). Examining important relationship quality constructs of the focal sponsorship exchange. Industrial Marketing Management, 34(3), 211-219. https://doi.org/10.1016/j.indmarman.2004.09.003

Ford, D., Gadde, L., Håkansson, H., & Snehota, I. (2003). Managing business relationships (2.ª ed.). Wiley.

Frow, P., Payne, A., Wilkinson, I., & Young, L. (2011). Customer management and CRM: addressing the dark side. Journal of Services Marketing, 25(2), 79-89. https://doi.org/10.1108/08876041111119804

Ganesan, S. (1994). Determinants of long-term in buyer-seller orientation relationships. Journal of Marketing, 58(2), 1-19. https://doi.org/10.1177%2F002224299405800201

Geyskens, I., & Steenkamp, J. (2000). Economic and social satisfaction: Measurement and relevance to marketing channel relationships. Journal of Retailing, 76(1), 11-32. https://doi.org/10.1016/S0022-4359(99)00021-4

Gao, W., Liu, Y., & Qian, L. (2016). The personal touch of business relationship: A study of the determinants and impact of business friendship. Asia Pacific Journal of Management, 33(2), 469-498. https://doi.org/10.1007/s10490-016-9464-1

Gazdecki, M. (2018). Factors of business relationships change in agribusiness input distribution channel: The case of Polish market. IMP Journal, 12(3), 567-582.

https://doi.org/10.1108/IMP-01-2018-0011

Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 32(2), 4-20. https://doi.org/10.1108/00251749410054774

Hallén, L., & Sandström, M. (1991). Relationship atmosphere in international business. En S. Paliwoda (Ed.), New perspectives on international marketing (pp. 108-225). Routledge.

Hallén, L., & Wiedersheim, P. (1979). Psychic distance and buyer-seller interaction. Organization Markad och Samhalle, 16, 308-324.

Huderek-Glapska, S., & Nowak, H. (2016). Airport and low-cost carrier business relationship management as a key factor for airport continuity: The evidence from Poland. Research in Transportation Business and Management, 21(2), 44-53. https://doi.org/10.1016/j.rtbm.2016.07.004

Hutchinson, D., Singh, J., Svensson, G., & Mysen, T. (2011). Antecedents and postcedents of satisfaction in business relationships in Canada. International Journal of Logistics Economics and Globalisation, 3(4), 189. https://doi.org/10.1504/ijleg.2011.044960

Khan, M. R., & Raeside, R. (2015). Determinants of entrepreneurial business relationships Success. International Journal of Business and Society, 16(1), 1-18. http://dx.doi.org/10.33736/ijbs.550.2015

Kumar, N., Scheer, L., & Steenkamp, J. (1995). The effects of perceived interdependence on dealer attitudes. Journal of Marketing Research, 32(3), 348. https://doi.org/10.2307/3151986

Kumar, N., Stern, L., & Achrol, R. (1992). Assessing reseller performance from the perspective of the supplier. Journal of Marketing Research, 29(2), 238. https://doi.org/10.2307/3172573

Leonidou, L., Aykol, B., Fotiadis, T., Christodoulides, T., & Zeriti, A. (2017). Betrayal in international buyer-seller relationships: Its drivers and performance implications. Journal of World Business, 52(1), 28-44. https://doi.org/10.1016/j.jwb.2016.10.007

Leonidou, L., Aykol, B., Spyropoulou, S., & Christodoulides, P. (2017). The power roots and drivers of infidelity in international business relationships. Industrial Marketing Management, 78, 198-212. https://doi.org/10.1016/j.indmarman.2017.03.003

Leonidou, L., & Kaleka, A. (1998). Behavioural aspects of international buyer-seller relationships: their involvement. International Marketing Review, 15(5), 373-397.

Leonidou, L., Palihawadana, D., Chari, S., & Leonidou C. N. (2011). Drivers and outcomes of importer adaptation in international buyer-seller relationships. Journal of World

Business, 46(4), 527-543. https://doi.org/10.1016/j.jwb.2010.10.013

Leonidou, L., Talias, M., & Leonidou, C. (2008). Exercised power as a driver of trust and commitment in cross-border industrial buyer-seller relationships. Industrial Marketing Management, 37(1), 92-103. https://doi.org/10.1016/j.indmarman.2007.08.006

Marketing Science Institute. (2021, 17 de marzo). Marketing Science Institute. https://www.msi.org/articles/2020-22-msi-research-priorities-outline-marketers-top-concerns/

Mattingly, B., Wilson, K., Clark, E., Bequette, A., & Weidler, D. (2010). Foggy faithfulness: Relationship quality, religiosity, and the perceptions of dating infidelity scale in an adult sample. Journal of Family Issues, 31(11), 1465-1480. https://doi.org/10.1177/0192513X10362348

McGovern, G., & Moon, Y. (2007). Companies and the customers who hate them. Harvard Business Review.

Miocevic, D. (2020). How relational drivers affect relationship value in key exporter-importer relationships: a dark side perspective. Journal of Business and Industrial Marketing, January, 36(11), 2086-2097. https://doi.org/10.1108/JBIM-05-2019-0193

Mysen, T., & Svensson, G. (2010). RELQUAL’s impact on satisfaction in Norwegian business relationships. Journal of Business and Industrial Marketing, 25(2), 119-131. https://doi.org/10.1108/08858621011017741

Mysen, T., Svensson, G., Rindell, A., & Billström, A. (2015). Antecedents’ and “postcedents” in relation to satisfaction in Norwegian business relationships. International Journal of Procurement Management, 8(5), 627-642. https://doi.org/10.1504/IJPM.2015.070926

Ng, E. (2012). An Empirical Study on the Success Factors of Supplier-Distributor Relationships. Contemporary Management Research, 8(2), 161-180. https://doi.org/10.7903/cmr.11050

Payne, A., & Frow, P. (2017). Relationship marketing: looking backwards towards the future. Journal of Services Marketing, 31(1), 11-15. https://doi.org/10.1108/JSM-11-2016-0380

Pérez-Rave, J. (2018). Revisión sistemática de literatura en ingeniería. Idinnov.

Piricz, N. (2018). Affecting determinants of trust in business relationships. Serbian Journal of Management, 13(2), 281-291. https://doi.org/10.5937/sjm13-16649

Piwoni-Krzeszowska, E. (2014). Zarządzanie wartością relacji przedsiębiorstwa z rynkowymi interesariuszami – aspekt procesu tworzenia wartości. Nauki o Zarządzaniu = Management Sciences, 1(18). https://doi.org/10.15611/noz.2014.1.05

Poddar, A., Donthu, N., & Parvatiyar, A. (2013). Drivers of trade promotion receptiveness: The role of relationship and trade promotion satisfaction. Journal of Marketing Theory and Practice, 21(1), 45–56. https://doi.org/10.2753/MTP1069-6679210103

Rachman, S. (2010). Betrayal: A psychological analysis. Behaviour Research and Therapy 48(4), 304-311. https://doi.org/10.1016/j.brat.2009.12.002

Ranaweera, C., & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12, 82-90.

Roberts-Lombard, M., Mpinganjira, M., & Svensson, G. (2019). The antecedents and postcedents of satisfaction in business-to-business relationships in South Africa. South African Journal of Business Management, 50(1), 1-11. https://doi.org/10.4102/sajbm.v50i1.212

Raeside, R., & Khan, M. (2015). Determinants of entrepreneurial business relationships success. International Journal of Business and Society, 16(1), 1-18.

Sales Baptista, C. (2014). Product importance and complexity as determinants of adaptation processes in business relationships. Journal of Business and Industrial Marketing, 29(1), 75-87. https://doi.org/10.1108/JBIM-07-2012-0116

Seres-Huszárik, E., Józsa, L., & Tóth, Z. (2017). Factors determining the development of business relationships in the advertising market. Acta Polytechnica Hungarica, 14(8), 65-82.

Sheth, J. (2011). The double helix of marketing: The complementary relationship between

marketing history and marketing theory. Marketing Theory, 11(4), 503-505. https://doi.org/10.1177/1470593111418805

Sheth, J., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418. https://econpapers.repec.org/RePEc:eee:iburev:v:4:y:1995:i:4:p:397-418

Snehota, I., & Håkansson, H. (1995). Developing relationships in business networks. Routledge.

Shou, Z., Guo, R., Zhang, Q., & Su, C. (2011). The many faces of trust and guanxi behavior: Evidence from marketing channels in China. Industrial Marketing Management, 40(4), 503-509. https://doi.org/10.1016/j.indmarman.2010.12.006

Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 4(3), 207-222. https://doi.org/10.1111/1467-8551.00375

Universidad de Sevilla. (2019). Biblioteca Universidad de Sevilla. Recuperado el 22 de noviembre de 2019 de https://revistascientificas.us.es/

Vadera, A., Pratt, M., & Mishra, P. (2013). Constructive deviance in organizations: integrating and moving forward. Journal of Management, 39(5), 1221-1276. https://doi.org/10.1177/0149206313475816

Visentin, M., & Scarpi, D. (2012). Determinants and mediators of the intention to upgrade the contract in buyer-seller relationships. Industrial Marketing Management, 41(7), 1133-1141. https://doi.org/10.1016/j.indmarman.2012.05.001

Whipple, J., Lynch, D., & Nyaga, G. (2010). A buyer’s perspective on collaborative versus transactional relationships. Industrial Marketing Management, 39(3), 507-518. https://doi.org/10.1016/j.indmarman.2008.11.008

Yilmaz, C., & Hunt, S. D. (2001). Salesperson cooperation - The influence of relational, task, organizat. Journal of the Academy of Marketing Science, 24(4), 335-357.

Zunk, B. (2015). Exploration of factors influencing the customers’ motivation in buyer supplier relationships on industrial markets. International Journal of Engineering Business Management, 7, 1-6. https://doi.org/10.5772/62110

Publicado
2022-06-01
Cómo citar
Ayala-Regalado, C. J. (2022). Comportamiento del lado oscuro y satisfacción en las relaciones comerciales entre empresas. Revisión de literatura. Ingeniería Industrial, (42), 117-138. https://doi.org/10.26439/ing.ind2022.n42.5726
Sección
Ingeniería de negocios/ Business engineering