search query: @indexterm Business-to-business / total: 118
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| Author: | Tellefsen, T. |
| Title: | Commitment in business-to-business relationships: The role of organizational and personal needs |
| Journal: | Industrial Marketing Management
2002 : NOV, VOL. 31:8, p. 645-652 |
| Index terms: | Business-to-business Consumer satisfaction Consumer behaviour |
| Language: | eng |
| Abstract: | The article examines commitment in business-to-business relationships from the purchasing manager's perspective. It proposes that purchasing managers will form stronger bonds with suppliers who are better able to satisfy both the buying firm's organizational needs as well as the purchasing manager's personal needs. It also proposes that purchasing managers will be more influenced by personal rather than organizational need fulfillment. The results support all hypotheses. The findings suggest that marketers will be able to develop stronger bonds with purchasing managers by offering benefits bundles that address both organizational and personal needs. |
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