Information Quality and Online B2B Relationships

Much has been written about both the theory and the practical importance of developing enduring buyer-seller relationships. Given the increasing variety and sophistication of information systems at the heart of relational communications, there is a growing need to develop theoretical tools for studying this topic. This paper frames the study of information quality in relational exchange and uses Web-based information systems as a context for illuminating the framework's application.

We draw upon theory found in the information management literature—specifically, the information-quality constructs of accuracy, completeness, consistency, and timeliness. These constructs provide useful insights into developing business-to-business (B2B) relationships that either take place on a Web site or are supported by Web based information system tools. Attention to information quality in relational exchange may enable marketers to discover opportunities for improving how information technology can support relational exchange. We end by identifying the information quality characteristics that are relevant for each aspect of the purchase task and their impact on relationship development.