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Understanding the Role of Relational Capabilities in Buyer-Seller Relationships

The study investigates the processes of relationship value creation in industrial markets from supplier perspective. Our results show that business can increase competitiveness and contribute to effective differentiation through analysis and improvement of mechanisms of relationship value creation and understanding of the role of such determinants as firm’s strategic orientations, development of relational capabilities and customer specific investments and adaptations. We base our research on the theory of creation of sustainable competitive advantage and apply this theory to relationship marketing. In center of our research are relational capabilities of industrial firms as precursor of superior relationship value creation for both customer and supplier. The research hypotheses were tested using structural equation modeling. We have proved that effective relationship strategy contributes to firm’s flexibility, as well as business performance, and thus has potential to create relationship-based advantage. On the base of the results of the study we propose a conceptual approach to the role of relational capabilities in coordination of customer’s and supplier’s strategies in managing the relationships.