Social and Behavioral Sciences Commons^™

Why Do Some Business Relationships Persist Despite Dissatisfaction? A Social Exchange Review, Venkata K. Yanamandram, Lesley White

Faculty of Commerce - Papers (Archive)

This paper reviews the relevant theories and marketing literature to develop a theoretical foundation for understanding the process and outcome of struggling business-to-business (B2B) customer relationships. Specifically, the paper provides a social exchange perspective of the factors that influence the likelihood of dissatisfied customers remaining in a present relationship by serving as deterrents to discontinuing the relationship. In doing so, the paper identifies the common features of, noteworthy differences among, and gaps in these theories. The paper also connects determinant factors to an outcome variable in order to explain what drives a customer in managing an unsatisfying business relationship, and …