Predictors of Buyer-Seller Firm Conflict
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
Spring 2012
Abstract
Research on gender differences within buyer-selling firm relationships is lacking, particularly with respect to exchanges that detail the role of ongoing relationships, communication frequency alignment, and economic satisfaction on conflict. This study examines a model assessing the effects of buyer economic satisfaction, relational duration, and communication frequency alignment on conflict. The study finds that buyer economic satisfaction, relational duration, and communication frequency alignment are negatively related to conflict with the selling firm. In addition, the results indicate that gender moderates the relationship between communication frequency alignment and conflict, suggesting that male and female buyers differ with regard to conflict.