Measuring the Impact of Exchange Orientation on Relationship Value: Technical Report on Methods

Relationship marketing assumes that relational exchange generates greater value than transactional exchange. This conjecture warrants particular attention in the trade of wood products where exchange is traditionally transaction-based. A multiple case study was used to investigate relationships between three Canadian wood products suppliers and their customers in the North American supply chain for residential construction. This case study addresses whether a transactional or relational exchange orientation (EO) leads to a higher relationship value (RV) between suppliers and customers. The results suggest that RV is superior in a relational EO due to the occurrence of longer-term relationships and higher degrees of interdependence, commitment, trust, communication, cooperation, and coordination between organizations. The present document presents methodological developments undertaken to measure the impact of EO on RV in the context of this case study. It first details the research protocol followed for the case study, and then presents the process for operationalizing these two concepts into measurable constructs adapted to the research context.

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