Assessing dimension of the business relationship: integrating symmetric and asymmetric approaches

Abstract

The primary objective of this study was to explore the measurement of business-to-business (B2B) relationships by integrating symmetric and asymmetric analytical approaches. A mixed-method research design was employed, and data from 320 respondents were used to validate the proposed research model. Symmetric analysis identified six key dimensions of B2B relationships: trust, commitment, cooperation, power, communication, and satisfaction. The fuzzy-set Qualitative Comparative Analysis (fsQCA) further revealed a unique configuration with high consistency and coverage, demonstrating that cooperation, power, communication, and satisfaction constitute the core conditions for establishing strong B2B relationships. By integrating the findings from both symmetric and asymmetric analyses, the study refines the research model and identifies these four dimensions as sufficient conditions for effective B2B relationship development. The study contributes to the relationship marketing literature by providing a more comprehensive framework for measuring B2B relationships and offers valuable managerial insights for strengthening interorganizational partnerships.