How do relationship characteristics create relationship value? Evidence from high-tech SMEs

Relationship value in the business market and its positive impacts on firm performance

have discussed in industrial marketing (Tzokas & Saren, 1999; Ulaga & Eggert, 2006; Wilson

& Jantrania, 1994). Furthermore, many scholars such as Wilson & Jantrania (1994) have

urged for more research to elucidate the characteristics of relationship value, by extension, the

sub-dimensional relationship value. However, there is still lack of empirical studies about

different dimensions of relationship value and discussion of their mediator roles between

relationship characteristics and firm relationship performance. We can assume that firms can

have insights into a variety of dimensions of relationship value created through the different

dimensions of relationship characteristics with partners and each dimension of relationship

value can have associated with the overall performance of the firm. In particular, since SMEs

in the high tech industries face on a shorter span of product life cycle, higher uncertainties or

limited resources, SMEs need to build alliance partnerships with their suppliers or buyers to

reduce risks and to have competitive advantages. Therefore, understanding of how high-tech

SMEs have built interactional relationships with alliance partners and how different relational

characteristics create different types of relationship value is critical in SMEs context.

In addressing the above mentioned assumption, the study contributes to the literature in

three ways. First, by investigating the influences of different types of relationship

characteristics on the creation of different dimensions of relationship value among high-tech

SMEs, this study stresses the importance of dimensions of relationship value which prior

theoretical literature has indicated but they were not spelt out with good size of empirical

evidence yet. The results of the analysis provide high-tech SMEs with practical implications

by suggesting how they can create each dimension of relationship value by choosing and

developing each dimension of relationship characteristics with alliance partners. Second, with

theoretical implications, the study contributes to a knowledge body of literature on

relationship value based on a resource-based theory by developing the measurement items for

four types of relationship value and adding empirical evidence from technology-intensive

SMEs. Finally, this study fills an important gap in relationship marketing literature by

providing an in-depth investigation of how SMEs can achieve overall performance.