Abstract

GIL SAURA, Irene  and  RUIZ MOLINA, María Eugenia. Marketing channel relationship value, commitment , ICT and loyalty. Innovar [online]. 2009, vol.19, n.33, pp.77-90. ISSN 0121-5051.

Many organisations are tending to reduce the number of their suppliers in the current highly competitive business context so as to focus on establishing close, long-lasting relationships with a reduced number of them. Information and communications technology (ICT) may well offer great advantages in relationships between companies; however, the link between investment in such information technology and the corresponding relationship value is not clear. The present work attempts to analyse the influence of using a supplier's technological applications on relationship value, commitment and loyalty towards the supplier from the company-client point of view. An estimation made by using a structural equations model led to obtaining support for ICT's positive influence on the relationship value, client's commitment and client's loyalty when applied to warehouse and transport management. However, a negative relationship was observed between technologies for capturing and transmitting information and the value of the relationship with the supplier. ICT thus has a differential influence, meaning that a series of implications for managing technological investment by supply companies may be glimpsed.

Keywords : relationship value; commitment; information and communications technology; loyalty.

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