Buyer’s Relational Desire and the Number of Suppliers Used: The Relationship Between Perceived Commitment and Continuance
- UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
- James S. Boles, Professor (Creator)
- Institution
- The University of North Carolina at Greensboro (UNCG )
- Web Site: http://library.uncg.edu/
Abstract: This paper examines the effect of perceived commitment in relation to a buyer's propensity to stay in a business-to-business relationship. The findings of this study support that buyer's perception of both the salesperson and selling firm's commitment have a significant positive relationship with buyer's propensity to stay. Second, buyer's perception of the salesperson's commitment is more influential on buyer's propensity to stay when purchasing from a single supplier than from multiple suppliers. Third, buyer's perception of the salesperson's commitment in relation to propensity to stay is stronger when buyers have a high need for a relationship with a salesperson.
Buyer’s Relational Desire and the Number of Suppliers Used: The Relationship Between Perceived Commitment and Continuance
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Created on 12/21/2021
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Additional Information
- Publication
- Journal of Marketing Theory and Practice Vol. 16, (Number 3, Summer 2008) pp. 247-258
- Language: English
- Date: 2008
- Keywords
- buyers, salespeople, suppliers, business-to-business relationship