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Retention Of Dissatisfied B-To-B Services Customers: An Empirical Test Of The Mediating Effects Of Dependence And Calculative Commitment, Venkata K. Yanamandram, Lesley White

Faculty of Commerce - Papers (Archive)

The literature argues that the alternative outcomes of a customer either ending or continuing a struggling relationship not only depend on the determinant factors or switching barriers, but also on the essential nature of the relationship. This paper adapts a broad social exchange framework to business-to-business (B-to-B) exchange relationships, and explains "unjustified persistence" or the tendency to remain involved in a B-to-B relationship that is dissatisfying overall. Specifically, the paper extends the knowledge on the mediating factors that influence the likelihood of dissatisfied B-to-B customers who have complained, and considered switching, to continue purchasing from their existing service provider. Data …