The effects of strategic orientations on customer’s dependence: technological uncertainty as a moderator

This study examines the effects of strategic orientation (B2B brand, relationship, and proactive customer) and customer dependence on relationship performance in a B2B high-tech setting (component suppliers & international customers). It further explores how technological uncertainty moderates the interaction between these factors. A questionnaire survey (n = 252) from the manager and practitioners of the Taiwanese electronics industry was used to test the hypothesised relationships in the proposed model. This study examines the influence of strategic orientations on B2B customer–supplier relationships. The findings indicate that the effects of B2B brand, relationship, and proactive customer orientations on relationship performance are significant, mediated by customer dependence, and moderated by technological uncertainty. Specifically, technological uncertainty strengthens the effects of B2B brand orientation and proactive customer orientation and weakens the effect of relationship orientation on customer dependence.