Modelling value co-creation in triadic B2B industrial relationships

Abstract

PurposeThis study examines the triadic approach of value co-creation (VcC) in B2B relationships between the industrial manufacturer, its main supplier and its main client, by validating VcC as antecedent of Trust and Commitment, which, in turn, affect Satisfaction.Design/methodology/approachA model studies the association of VcC to Trust, Commitment and Satisfaction, the latter in its economic and social dimensions. The relationships in the model are empirically contrasted twice (with suppliers and clients) for a sample of 77 firms participating in an industrial panel, the Spanish Furniture Market Observatory.FindingsUsing PLS-SEM, results suggest that, in industrial B2B relationships, VcC acts as antecedent of Trust and, to a minor extent, of Commitment. It also has a positive effect on Social Satisfaction, the latter having a positive effect in turn on Economic Satisfaction.Research limitations/implicationsResults are limited to the Spanish furniture industry with a cross-sectional approach. The linkages between VcC and Commitment, as well as the differences found between Social Satisfaction and Economic Satisfaction, need replications.Practical implicationsThe study suggests that VcC is the core of B2B industrial relationships. VcC may also boost Economic Satisfaction.Originality/valueLiterature on VcC has been extensive in B2C and B2B mostly for service contexts; this paper contributes by bringing evidence from a B2B manufacturing context. At the same time, it depicts a triadic approach of VcC in B2B, by measuring the relationships with both the manufacturer's main supplier and main client. The study also contributes with evidence to the role played by Trust and Commitment in the relationship between VcC and two Satisfactions.

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“…Extant literature proposes different conceptualizations of value co‐creation, which has made it challenging to achieve definitional consensus (Grönroos & Voima, 2013; Sales‐Vivó et al, 2020). For example, McColl‐Kennedy et al (2012) identified as many as 27 different definitions of the construct.…”

Comparing relationship of quality-satisfaction models: effects of B2B value co-creation

“…Notwithstanding, other authors have suggested a triadic approach for understanding RQ dynamics along the value chain in B2B contexts (e.g. Sales-Vivó et al , 2020; Zolkiewski et al , 2017; Natti et al , 2014).…”

Value co-creation in the B2B context: a conceptual framework and its implications

“…Empirical validation of the framework will enable the generalisability of the research findings. Several future research opportunities exist: for example, as value is increasingly co-created in the ecosystem context, a B2B triadic or network context (Sales-Vivó et al, 2020) would provide a further basis to test the framework. The C-O-T-E framework has identified several factors; further research could explore and enhance these factors, and study the inter-relationship between them.…”