Exploring opportunism, conflict, noneconomic satisfaction and economic satisfaction in a B2B context : a buyer and seller perspective

Purpose: The purpose of the study is to test the relationships between the antecedents of noneconomic satisfaction and its influence on economic satisfaction from both a seller's and a purchaser's perspective. Design/methodology/approach: Purchase and sales managers working for Taiwanese companies were included in the sample. Snowball sampling was applied and a total of 218 purchase managers and 208 sales managers participated in the study. Structural equation modelling was applied to the study. Findings: Opportunism was determined as an antecedent to conflict, while opportunism did not have a negative relationship with noneconomic satisfaction. Conflict was established as having a negative relationship with noneconomic satisfaction, which related positively to economic satisfaction in B2B relationships. Practical implications: The findings give purchase and sales managers insights that enable them to understand how opportunism relates to conflict, how these two antecedents relate to noneconomic satisfaction and how noneconomic satisfaction relates to economic satisfaction in purchase and sales business relationships. The tested model validates the hypothesised relationships between opportunism and conflict, conflict and noneconomic satisfaction, and noneconomic satisfaction and economic satisfaction from both a purchaser's and a seller's perspective. However, the negative relationship between opportunism and noneconomic satisfaction in purchaser-seller relationships could not be confirmed. Originality/value: No existing study has focused on relationship marketing in business-to-business relationships from both a purchaser's and a seller's perspective to establish whether noneconomic satisfaction functions as a connector between economic satisfaction and opportunism and conflict.