Building customer commitment in business-to-business markets

The purpose of this research is to propose and empirically test a customer commitment model in a business-to-business (B2B) market. Specifically, this research investigates the development and role of dependence and trust in relationship management from the customer's perspective and their impact on commitment. Based on the social exchange theory, we argue that relationship maintenance should not only include economic constraint-based relationships, which are derived from dependence, but also dedication-based relationships, which are derived from trust. As such, this research proposes that dependence and trust are mediators by which to understand the complicated relationship between buyers and sellers. A survey study conducted with 522 firms in the timber distribution industry revealed that customer relationship specific investment, social bonding, relationship termination costs and customer expertise have effects on calculative and affective commitments via dependence and trust. It also shows that interaction satisfaction strengthens the positive effect of dependence on calculative commitment and the positive effect of trust on affective commitment. This research contributes to the relationship marketing literature by building a customer commitment model in B2B markets and also offers managerial implications.

► This research proposes and empirically tests a customer commitment model in a business-to-business market.
► This research investigates the role of dependence and trust in relationship management from the customer’s perspective.
► Relationship maintenance should not only include constraint-based relationships, but also dedication-based relationships.