The Role of Certification in Seller-Reseller Relationships: A Critical Evaluation Through the Lens of Embeddedness

The certification of resellers is prevalent in the information and communication technology (ICT) sector. Certification is a mechanism employed by suppliers to provide credibility and ensure consistent quality of service by reseller. Despite their widespread use there is limited research on certification. The objective of this study is to understand how structural and relational embeddedness affect the role certification has in driving relationship bonds and relationship economic satisfaction. We use network planning and online communities as proxies for structural and relational embeddedness. Based on a sample of 151 ICT resellers, our results suggest that certification does not work when considered alone. Certification and structural embeddedness act as substitutes in promoting relational performance. However relational embeddedness in the form of partner communities significantly increase in the roles of both certification and network planning on relationship bonds and economic satisfaction. The study highlights the importance of partner communities in balancing the tension between certification and network planning. It also suggests.