Relationship Marketing Estimation Model in Emerging Economies: Dyadic Versus Non-dyadic Approach
Anton Agus Setyawan
Universitas Muhammadiyah Surakarta
Bernardinus M. Purwanto
Universitas Gadjah Mada
Basu Swastha Dharmmesta
Universitas Gadjah Mada
Sahid Susilo Nugroho
Universitas Gadjah Mada
Published 2019-12-31


relationship marketing
dyadic approach

How to Cite

SetyawanA. A., M. PurwantoB., DharmmestaB. S. and NugrohoS. S. (2019) “Relationship Marketing Estimation Model in Emerging Economies: Dyadic Versus Non-dyadic Approach”, Organizations and Markets in Emerging Economies, 10(2), pp. 174-195. doi: 10.15388/omee.2019.10.9.


The purpose of this study is to analyze two estimation models related to relationship marketing in business-to-business interactions in the context of emerging economies. We compare two estimation models – one based on a dyadic approach and another based on a non-dyadic approach. We estimate these two models and compare their results to see which one is more suitable to be used as a theoretical relationship marketing model. We developed a survey comprising 204 dyadic observations of retailers and their suppliers and used a purposive sampling method. Three different observations correspond to three different estimation models. This study shows that the estimation model based on a dyadic approach has a better model fit than the model based on a non-dyadic approach regarding relationship marketing in a business-to-business context. The dyadic model also gives more accurate information to explain behaviour among companies involved in business relationships. Furthermore, this study explains how to examine estimation models in a relationship marketing context using dyadic and non- dyadic approaches. We also develop methods for examining dyadic perceptions of companies involved in business relationships. Our results contribute to the IMP school of thought in relationship marketing.

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