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Research on the behavioural aspects of buyer‐seller relationships, although sizeable, is too heterogeneous and fragmented to yield complete and conclusive insights as to the inter‐relationships of the basic parameters involved. This article attempts to put together extant knowledge on the subject under an integrated conceptual model comprising ten key behavioural constructs.

A total of 24 theoretically‐anchored hypotheses are developed, indicating possible positive or negative associations among the constructs of the model. Based on input received from 122 producers of industrial goods, the proposed model is empirically tested using structural equation modelling.

Of the hypothesized associations examined, 16 were found to be statistically significant and in the right direction, two were significant but in the opposite direction, while the remaining six were not …