Linking social exchange theory to B2B relationship innovation management: The moderating role of reciprocity

Abstract

Social exchange theory (SET) is one of the most influential conceptual paradigms in inter-organisational behaviour, which researchers have widely studied to demonstrate the B2B relationship. As a core principle in SET, the roles of reciprocity constructs in B2B relationship models are still poorly understood. This paper aims to investigate the moderation role of reciprocity in B2B relationship formation and maintenance from the perspective of social exchange theory. This research employs a quantitative case study. The data was collected via focus groups and questionnaires within an extensive business network consisting of the focal firm eSUN-a leading Chinese 3D printing company and its global distributors. The results enhance SET by finding that reciprocity positively moderates the relationship pairs. Furthermore, firm size is negatively related to reciprocity, conflict resolution, risks mitigation, and trust; whilst cultural similarity is negatively related to reciprocity and conflict resolution. Our empirical assessment of reciprocity's moderation role in B2B relationship management demonstrates an important enrichment of the Social Exchange Theory. We provide a framework for mapping reciprocity's role in business relationships, offering practical suggestions for manufacturers and distributors in strengthening ‘reciprocal awareness’ as an essential step to a successful partnership.