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.

中文翻译：

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新兴经济体中的关系营销估计模型：二元对非二元方法

这项研究的目的是分析在新兴经济体中企业对企业互动中关系营销的两种估计模型。我们比较了两种估计模型–一种基于二进方法，另一种基于非二进方法。我们估算了这两种模型，并比较了它们的结果，以查看哪种模型更适合用作理论关系营销模型。我们开发了一项调查，其中包括对零售商及其供应商的204次二元观察，并使用了有目的的抽样方法。三种不同的观察结果对应于三种不同的估计模型。这项研究表明，在企业对企业环境中，基于二元方法的估计模型比基于非二元方法的模型具有更好的模型拟合性。二元模型还提供了更准确的信息来解释涉及业务关系的公司之间的行为。此外，本研究说明了如何使用二元和非二元方法在关系营销环境中检查估计模型。我们还开发了检查涉及业务关系的公司的二元看法的方法。我们的研究结果为IMP的关系营销学派做出了贡献。