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)
The University of North Carolina at Greensboro (UNCG )
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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.

Additional Information

Journal of Marketing Theory and Practice Vol. 16, (Number 3, Summer 2008) pp. 247-258
Language: English
Date: 2008
buyers, salespeople, suppliers, business-to-business relationship

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