A “cross‐cultural RELQUAL‐scale” in supplier‐distributor relationships of Sweden and the USA

Abstract

Purpose

The purpose of this paper is to develop a cross‐cultural RELQUAL‐scale in supplier‐distributor relationships in Sweden and the USA.

Design/methodology/approach

The Swedish and US sampling frames consisted each of a random sample of 600 owners and managers of distribution firms of specialty tools and fasteners. A total of 161 usable surveys were returned from the US‐survey, for a response rate of 27 percent, while 121 usable surveys were returned from the Swedish survey, for a response rate of 20 percent. An overall response rate of 24 percent was achieved across both countries.

Findings

The paper provides support for the dimensional distinctiveness of cooperation, coordination, specific assets, satisfaction, trust, and commitment. Four of the dimensions are reflective of relationship quality or the “cross‐cultural RELQUAL‐scale” (cooperation, coordination, trust, and commitment) and relationship quality was found to be associated with relationship‐satisfaction with suppliers. A test of metric invariance confirmed the RELQUAL‐scale is appropriate for cross‐cultural research.

Research limitations/implications

Examining the tested in other industrial and cultural contexts and countries in other inter‐organizational settings could help establish the generality of findings beyond Sweden and the USA and that beyond the context of the distributor‐supplier relationship of fasteners and specialty tools.

Practical implications

The “cross‐cultural RELQUAL‐scale” is of interest to business practice as it provides a structure of dimensions to be considered in the organizational effort of maintaining satisfactory levels of relationship quality with suppliers.

Originality/value

The paper focuses on two different cultural contexts, which is an approach rarely seen in inter‐organizational research. The focal constructs are frequently included in inter‐organizational research, but have previously not been included in the same empirical study of RELQUAL.

Citation

Payan, J.M., Svensson, G., Awuah, G., Andersson, S. and Hair, J. (2010), "A “cross‐cultural RELQUAL‐scale” in supplier‐distributor relationships of Sweden and the USA", International Marketing Review, Vol. 27 No. 5, pp. 541-561. https://doi.org/10.1108/02651331011076581