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| Tekijä: | Theron, E. Terblanche, N.S. Boshoff, C. |
| Otsikko: | The antecedents of relationship commitment in the management of relationships in business-to-business (B2B) financial services |
| Lehti: | Journal of Marketing Management
2008 : VOL. 24:9-10, p. 997-1010 |
| Asiasana: | business-to-business commitment financial services relationship marketing South Africa |
| Kieli: | eng |
| Tiivistelmä: | The study on which this article is based focused on four possible antecedents of relationship commitment, namely trust, communication, shared values and attractiveness of alternatives. The study was conducted in the South African business-to-business (B2B) financial services industry. A web-based approach was used to survey 300 relationship managers, while data from 400 B2B clients were collected using a telephone survey. The relationship-manager data were analysed with regression analysis, while structural equation modelling (SEM) was used to analyse the client data. The uniqueness of the study is the simultaneous consideration of the perceptions of both relationship managers and clients. The findings confirm the important roles of trust, communication, shared values and attractiveness of alternatives in the management of commitment to a relationship from both a customer and a provider perspective. |
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