Single Source Supply Versus Multiple Source Supply: A Study into the Relationship Between Satisfaction and Propensity to Stay Within a Service Setting

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: The relationship between buyer satisfaction and the propensity of a buyer to stay in a relationship may be more complex than earlier research suggests. Building on prior research, two facets of satisfaction are examined. Our findings suggest that satisfaction with the firm and satisfaction with the salesperson each play an essential role in a firm’s decision to stay in a business-to-business relationship. In addition, our results indicate that both the number of suppliers and a buyer’s perception of available alternatives moderate the relationship between satisfaction with the salesperson and a buyer’s propensity to stay in the relationship.

Additional Information

Publication
Journal of Personal Selling and Sales Management, 26 (Number 4, Fall 2006), 371-380
Language: English
Date: 2006
Keywords
business-to-business relationships, buyer satisfaction, buyer-supplier relationships

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