An empirical examination of the role of “closeness” in industrial buyer‐seller relationships

Managers of marketing relationships are advised to get “close” to the customer. Some theoretical models of industrial buyer‐seller relationships incorporate notions such as “closeness” and “intimacy”. What does it mean to have a close relationship? Is closeness essential to success in partnering? What is the payoff? This study attempts to address these questions. A concept of “closeness” is defined and tested empirically. A closeness construct is developed and tested for discriminant and convergent validity. The construct is then incorporated into a structural model of successful industrial buyer‐seller relationships and tested for pragmatic validity. The overall model and hypotheses are tested for statistical significance using LISREL VII. The results of the study indicate that the concept of closeness is indeed an important element in the partnering process. The managerial and research implications of these findings are discussed.