Interdependence and Trust in B2B Relationships: A Validated Model of Performance Drivers in International Commerce
Abstract
This research examines the relationships between key constructs in B2B marketing in an international context, investigating the role of dependence, problem-solving, investments, trust, commitment, business outcomes, and satisfaction. A quantitative study was conducted using survey research methodology. The data were collected from 312 Portuguese companies engaged in international commerce and analyzed using partial least squares structural equation modeling (PLS-SEM). The model accounts for 53.8% of the variance in commitment, 36.5% in satisfaction, 23.4% in trust, and 16.4% in business outcomes. The seven hypothesized relationships were all supported, confirming the positive influence of dependence, investments, problem-solving, and trust on commitment, as well as the impact of commitment on business outcomes and satisfaction. The study is constrained to a sample of Portuguese companies and is based on data collected at a single point in time. The model's explanatory power for trust and business outcomes indicates the potential influence of additional factors on these constructs. The findings underscore the significance of managing dependence, fostering trust, and maintaining commitment to attain superior business outcomes and elevated levels of satisfaction in B2B relationships. This research develops and validates a comprehensive model of international commerce in B2B marketing, integrating pivotal constructs and their associations. It furnishes empirical evidence for the roles of trust and commitment as pivotal predictors of successful business outcomes and satisfaction in B2B relationships.
DOI: https://doi.org/10.54663/2182-9306.2025.SpecialIssueIM.26-50
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International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
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