Date of Award
5-23-2007
Degree Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Marketing
First Advisor
Dr. James Boles - Chair
Second Advisor
Dr. Wesley Johnston
Third Advisor
Greg W. Marshall
Fourth Advisor
Edward Rigdon
Fifth Advisor
Dr. Danny Bellenger
Abstract
This study is one of the first studies to fully address the relationship that business-to-business buyers have with both the selling firm and salesperson within an integrated model. Finding from this survey research support 14 of the 26 original hypotheses and the 2 additional linkages using structural equation modeling. This study finds that the relationship customers have with the selling firm is a stronger predictor of continuance than the relationship that the buyer has with the salesperson. While this relationship is stronger between the buyer and the selling firm, findings suggest that the salesperson can have a direct negative impact on the relationship if conflict is present. Overall, this study provides a framework for future research on the topic of business-to-business buyer-selling firm and buyer-salesperson relationships.
DOI
https://doi.org/10.57709/1059028
Recommended Citation
Rutherford, Brian, "The Differing Effects of Satisfaction, Trust, and Commitment on Buyer's Behavioral Loyalty: A Study into the Buyer-Salesperson and Buyer-Selling Firm Relationship in a Business-to-Business Context." Dissertation, Georgia State University, 2007.
doi: https://doi.org/10.57709/1059028