(Mediator Effect of Supplier Switching Cost on the Relationship Between Relationship Quality and Customer Perceived Value in B2B Market)

Abstract

Purpose - The research aims to examine the intermediary effect of supplier switching cost on the relationship between relationship quality and customer perceived value in the industrial market. Design/methodology/approach - Regression analysis was performed with the bootstrap method to examine the mediating role of supplier switching cost in the relationship between relationship quality and customer perceived value. The data collected through a survey from a sample of 450 people of production enterprises in the industrial market, consisting of company officials and determined using the convenience sampling method, were analyzed using process v3.5 macro plug-in developed by Hayes with the IBM SPSS 23.0 programs. In order to analyze the research model, the mediating effect (direct and indirect) analysis method of Baron and Kenny (1986) was taken as a basis. Findings - As a result of the analysis made; it has been observed that the relationship quality affects the value perceived by the customer directly and indirectly on the cost of changing the supplier. With the strengthening of the relationship between enterprises the cost of switching suppliers causes an increase in the value perceived by the customer. When the findings obtained from the research are evaluated it can also be stated that the relationship quality of the enterprises in the industrial market with other businesses, they work with affects the perceived value of the customer. The perceived cost of changing suppliers also increases the perceived value of the customer and the buyers try to avoid changing the supplier. In this context, it is possible to say that the cost of switching suppliers play and intermediary role in the relationship between the quality of the relationship and the value perceived by the customer. Discussion - It is possible to say that the study will contribute to the literature due to the limited number of studies examining the mediating role of supplier switching cost in the relationship between relationship quality and customer perceived value. The reason for the limited number of studies examining the intermediary role of supplier switching costs is that the direct and indirect impact model is not sufficiently covered in the industrial enterprise marketing literature yet.