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The role of certification in seller-reseller relationships: a critical evaluation through the lens of embededness

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posted on 2023-06-09, 04:06 authored by Chris StoreyChris Storey, Canan Kocabasoglu-Hillme, Sinead Roden, Ko de Ruyter
The certification of resellers is prevalent in the information and communication technology (ICT) sector. Certification is a mechanism employed by suppliers to provide credibility and ensure consistent quality of service by reseller. Despite their widespread use there is limited research on certification. The objective of this study is to understand how structural and relational embededness affect the role certification has in driving relationship bonds and relationship economic satisfaction. We use network planning and online communities as proxies for structural and relational embededness. Based on a sample of 151 ICT resellers, our results suggest that certification does not work when considered alone. Certification and structural embededness act as substitutes in promoting relational performance. However relational embededness in the form of partner communities significantly increase in the roles of both certification and network planning on relationship bonds and economic satisfaction. The study highlights the importance of partner communities in balancing the tension between certification and network planning. It also suggests.

History

Publication status

  • Published

Presentation Type

  • paper

Event name

43rd Annual European Marketing Academy (EMAC) Conference

Event location

Valencia, Spain

Event type

conference

Event date

03-06 Jun 2014

Department affiliated with

  • Business and Management Publications

Notes

Conference theme: Paradigm shifts and interactiions

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2016-11-21

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