2.2.2. Relationship performance Gap

2.2.2. Relationship performance

Gaps between the perceptions of buyers and suppliers concerning the ethicality of each other’s behavior might also negatively affect supplier performance. For example, reduced customer service and lower cost-effectiveness may occur as a result of less ethical activity in the relationship, as both sides may be less inclined to commit to and take a long-term perspective of the buyer–supplier relationship . (Chonko et al., 1996 ). Each side may attempt to suboptimize the position of the individual firm, at the expense of hurting the other party (Frazier et al., . 1988) and ultimately the supply chain as a whole (Houlihan, 1985; Ellram and Cooper, 1990; Ellram, . 1991 ). Thus, the following hypothesis stands: