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Journal of the Academy of Marketing Science

07.05.2024 | Original Empirical Research

The show must go on: The role of contract frames in safeguarding relationship continuity

verfasst von: Erik Mooi, Qiong Wang, Steven Seggie, Sandy D. Jap

Erschienen in: Journal of the Academy of Marketing Science

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Abstract

Contracting is a cornerstone of productive interorganizational exchange; and while much research has been conducted about how contracts impact exchange consequences (e.g., transaction costs, performance), there is less understanding of how contracts shape the mediating behaviors and exchange processes that lead to those consequences. We demonstrate how flexible and vigilant exchange processes mediate promotion and prevention frames in building expectations of relationship continuity. We further identify interpretive uncertainty—a perceptual misalignment between the exchange parties—as a key moderator weakening flexible exchange processes’ impact on continuity expectations. These insights are empirically verified in samples involving 661 managers and executives across a wide range of industry contexts. Our results provide key theoretical and managerial implications.

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Fußnoten
1
The term micro-processes is synonymous with work processes, exchange processes; Williamson (1985) also describes these activities as “microanalytic processes” that exchange parties engage in to build collaboration and facilitate the exchange.
 
2
Vigilant exchange processes are the work activities through which a firm mobilizes, coordinates, and deploys resources that encourage deliberation, extensive information processing, and technical process analysis (Peterson et al., 1998; Sirmon et al., 2007). Flexible exchange processes are the work activities through which a firm mobilizes, coordinates, and deploys resources to maximize responsiveness to various demands from a dynamic or competitive environment (cf., Heide & John, 1990).
 
3
Expectations of exchange continuity is defined as the perception of the long-term viability of the relationship from the focal firm’s perspective (Jap & Anderson, 2003).
 
4
We choose to focus on interpretive uncertainty as our measure of uncertainty due to the fact that it occurs at the relational level not the transactional or external level. In addition, it is a construct that has been understudied in the interorganizational marketing literature. It is defined as the unpredictability in an exchange stemming from the different parties to the exchange having different interpretations of the exchange (Weber & Mayer, 2014).
 
5
While information exchange and solidarity norms have been shown in past work to be useful in exchanges (Anderson & Weitz, 1992; Morgan & Hunt, 1994; Palmatier et al., 2006), we focus on flexibility, given past theory conceptualizing it as a consequence of a promotion-contract frame.
 
6
For ease of exposition we will refer to interpretive uncertainty as just uncertainty from here on.
 
7
The constructs exceed the threshold of 0.60; however, they only exhibit modest reliability.
 
8
The contract frame was coded as 1 for a prevention frame and 0 for a promotion frame.
 
9
In Web Appendix 4 we also include coefficients for H5, H6, and H7 that we tested in Study 2.
 
10
Web appendix 5 summarizes the managerial takeaways
 
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Metadaten
Titel
The show must go on: The role of contract frames in safeguarding relationship continuity
verfasst von
Erik Mooi
Qiong Wang
Steven Seggie
Sandy D. Jap
Publikationsdatum
07.05.2024
Verlag
Springer US
Erschienen in
Journal of the Academy of Marketing Science
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI
https://doi.org/10.1007/s11747-024-01023-y