Relationship Marketing and Supplier Logistics Performance: An Extension of the Key Mediating Variables Model

Abstract

Summary Firms are increasingly relying on relational exchanges to govern buyer–supplier relationships. While the antecedents to these relationships have been studied extensively in the marketing channels and supply chain management literature, relatively little research has considered the performance outcomes of such exchanges. The current study contributes to this stream of research by extending Morgan and Hunt's key mediating variables (KMV) model to examine how the five key endogenous variables from the KMV model affect supplier logistics performance. The findings suggest that cooperation and uncertainty are significantly related to supplier logistics performance, while supplier acquiescence, functional conflict and propensity to leave the relationship have no significant impact.