Performance feedback and supplier selection: A perspective from the behavioral theory of the firm

Drawing upon the behavioral theory of the firm, this study explores the behavioral antecedent of buying firms' decisions in supplier selection through relational referrals, beyond the predominant argument from relational network theory. Centering on the risk and uncertainty of searching for new suppliers, this study attempts to integrate the behavioral theory and relational network theory in explaining buying firms' supplier selection. Data from 112 Chinese manufacturing firms were used to test the hypotheses. The results suggest that performance feedback triggers buying firms' decision on the extent of reliance on relational referrals to select suppliers. Outperforming firms are more likely to use relational network to select suppliers while underperforming firms are less likely to use. This relationship will be strengthened when the intensity of market competition and specific investment in buyer-supplier relationship are high.