Purpose

Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, and opportunism, is set as the predictor of inter-partner creativity in the relationship between hotels and their foreign travel agents under the Covid-19 pandemic.

Design/methodology/approach

The conceptual model was tested with data collected from 190 randomly selected hotel units located in Greece, using both online and drop-in questionnaire methods. Data were analyzed using SEM analysis.

Findings

Satisfaction with the working relationship was found to be enhanced by improving communication and cooperation, as well as by keeping conflict and opportunism at low levels. This was a strong predictor of inter-partner creativity, although less pronounced under high levels of relational distance and rigidity.

Research limitations/implications

The study should be extended to other country settings, replicated at different levels of crisis severity, and use dyadic data. Additional environmental factors could be used as boundary conditions, while our model could be expanded to include additional drivers and consequences of inter-partner creativity.

Practical implications

To generate inter-partner creativity, there is a need to maintain high levels of satisfaction through proper communication, enhanced cooperation, conflict minimization, and avoidance of opportunistic actions. Also, to better translate satisfaction into inter-partner creativity, interacting parties should keep distance at low levels, while at the same time demonstrate greater flexibility.

Originality/value

The study unveils the role of effectively managing behavioral factors in inter-firm relationships to develop creative solutions to the Covid-19 crisis challenges, an issue neglected by prior research. The study also sheds light on the contingent effects of distance and rigidity, two important factors moderating relationships under crisis. The study applies for the first time two psychological-based theories, the broaden-and-build theory and the circumplex model, to an international marketing crisis situation.

中文翻译：

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在 Covid-19 大流行危机下发挥创造力：有效的组织间关系管理的作用

目的

立足于扩大和建设理论和循环模型，作者开发和测试了一个概念模型，其中满意度，受有效处理沟通、合作、冲突和机会主义的影响，被设置为合作伙伴间的预测因子。在 Covid-19 大流行下酒店与其外国旅行社之间关系的创造力。

设计/方法/方法

使用在线和直接问卷调查方法，使用从位于希腊的 190 个随机选择的酒店单元收集的数据对概念模型进行了测试。使用SEM分析分析数据。

发现

通过改善沟通与合作以及将冲突和机会主义控制在较低水平，可以提高对工作关系的满意度。这是合作伙伴间创造力的一个强有力的预测因素，尽管在高水平的关系距离和僵化下不太明显。

研究限制/影响

该研究应扩展到其他国家环境，以不同的危机严重程度进行复制，并使用二元数据。其他环境因素可以用作边界条件，而我们的模型可以扩展为包括合作伙伴间创造力的其他驱动因素和后果。

实际影响

为了产生合作伙伴间的创造力，需要通过适当的沟通、加强合作、最大限度地减少冲突和避免机会主义行为来保持高度的满意度。此外，为了更好地将满意度转化为合作伙伴间的创造力，互动各方应保持较低水平的距离，同时表现出更大的灵活性。

原创性/价值

该研究揭示了有效管理行为因素在公司间关系中的作用，以开发针对 Covid-19 危机挑战的创造性解决方案，这是先前研究忽视的问题。该研究还揭示了距离和僵化的偶然影响，这两个重要因素在危机下缓和关系。该研究首次将两种基于心理学的理论，即扩展和构建理论和循环模型应用于国际营销危机情况。