Asian Journal of Marketing1819-1924xxxx-xxxxAcademic Journals Inc.10.3923/ajm.2017.1.12SharmaNeeru 12017111Background: This study focuses on an important element of customer-supplier relationships, business relationship value. Business-to-business marketing literature reports relationship commitment as the most important antecedent of value of a business relationship. This study argues that there are moderating factors present in customer-supplier relationships, affecting the direct link of relationship value and relationship commitment. Customer attractiveness and customers commitment to the supplier are identified as the moderators affecting the value-commitment link. Materials and Methods: Sixty India based suppliers selected from a range of industries participated in this cross sectional research. Data was collected using a self-completed questionnaire. Multivariate regression analysis to test the direct link between value and relationship commitment and moderated regression analysis technique was employed to test the hypothesised moderating effect of customer attractiveness and customers commitment. Results: Results support the study hypotheses. There is a positive effect of suppliers relationship commitment on suppliers perception of value realization. Moderated regression analysis results reveal that customer attractiveness and customers commitment moderate the direct link of suppliers commitment and perception of relationship value. Conclusion: The study shows the existence of moderators in customer-supplier relationships. Value realization depends not only on the suppliers commitment but also varies according to the strength of customers commitment and customer attractiveness. If companies are to enjoy long-term success in the business marketplace, they must effectively manage the relationships with their exchange partners. The knowledge of exchange partners capabilities and attitude is crucial to enable the firm to invest their resources in the most efficient and effective way.]]>Anderson, J.C.,199523346350Anderson, J.C. and J.A. Narus,19991st Edn.,Pages: 430Pages: 430Barry, J. and T.S. Terry,200823228241Harmon, T.R. and M.A. Griffiths,200823256263Henneberg, S.C., C. Pardo, S. Mouzas and P. Naude,200925535550Holm, D.B., K. Eriksson and J. Johanson,199920467486Ledden, L., S.P. Kalafatis and P. Samouel,200760965974Moller, K.,200635913924Walter, A., T. Ritter and H.G. Gemunden,200130365377Walter, A., T.A. Mueller and G. Helfert,20002000Wilson, D.T.,199523335345Whittaker, G., L. Ledden and S.P. Kalafatis,200721345357Gundlach, G.T., R.S. Achrol and J.T. Mentzer,1995597892Morgan, R.M. and S.D. Hunt,1994582038Wright, O. and A. Grace,201123486500Wu, M.Y., Y.C. Weng and I.C. Huang,201224690707Anderson, E. and B. Weitz,1992291834Hibbard, J.D. and D. Iacobucci,19981998Zineldin, M. and P. Jonsson,200012245266Holm, D.B., K. Eriksson and J. Johanson,19962710331053Lam, S.Y., V. Shankar, M.K. Erramilli and B. Murthy,200432293311Lohtia, R., D.C. Bello, T. Yamada and D.I. Gilliland,20055810091018Ryssel, R., T. Ritter and H.G. Gemunden,200419197207Sweeney, J.C. and D.A. Webb,200722474488Cunningham, M.T. and E. Homse,19821982pp: 328-344pp: 328-344Fiocca, R.,1982115362Krapfel, R.E., D. Salmond and R.E. Spekman,1991252237Zolkiewski, J. and P. Turnbull,19991999Kerr, R.C.,19991999Burnett, K.,2001Pages: 401Pages: 401Osland, G.E. and A. Yaprak,1995295266Celly, K.S., R.E. Spekman and J.W. Kamauff,199930297316Christopher, M.,1982163546Hakansson, H.,1982Pages: 416Pages: 416Anderson, J.C. and J.A. Narus,1990544258Kim, K. and G.L. Frazier,199714847877Kumar, R.E., J.D. Hibbard and L.W. Stern,19941994Brown, J.R., R.F. Lusch and C.Y. Nicholson,199571363392Spekman, R.E.,1988317581Gross, A.C., P.M. Banting, L.N. Meredith and D. Ford,1993Pages: 789Pages: 789Kalwani, M.U. and N. Narayandas,199559116Anderson, E. and B. Weitz,19898310323Sharma, S., R.M. Durand and O. Gur-Arie,198118291300Sandstrom, M.,19901990Sharma, N.,20052005Sharma, A.,200621141150Eggert, A. and W. Ulaga,200217107118Lapierre, J.,200015122145Ravald, A. and C. Gronroos,1996301930Nunnally, J.C.,19782nd Edn.,Pages: 701Pages: 701Gaski, J.F.,198448929Franz, C.R. and D. Robey,198617329356Sun, P.C., F.T. Pan, P.C. Wu and C.C. Kuo,20146119Sharma, N., L.C. Young and I. Wilkinson,2015304559Dwyer, F.R., P.H. Schurr and S. Oh,1987511127Wind, Y.,19707450457Doney, P.M. and J.P. Cannon,1997613551Buchanan, L.,1992296575Wilkinson, I., P.V. Freytag, L. Young and M.C. Chery,20032003pp: 122Wilkinson, I., L. Young and P.V. Freytag,200534669680Low, B.K.H.,1996252335Rust, R.T., K.N. Lemon and D. Narayandas,2005Pages: 552Pages: 552