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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Trust and commitment influences on customer retention : insights from business-to-business services

Gounaris, Spiros (2005) Trust and commitment influences on customer retention : insights from business-to-business services. Journal of Business Research, 58 (2). pp. 126-140. ISSN 0148-2963

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Abstract

Despite the importance of trust and commitment in relationship marketing, the scholarly inquiry on the issue is rather impeded in several ways. Furthermore, when it comes to the marketing of services and specifically for business-to-business (B2B) markets, the empirical documentation is even slimmer despite the fact that services are increasingly becoming a vital component of the product that the customers buy even when it comes to tangible goods such as computers or cars. In view of this gap, the present empirical study attempts an investigation of two specific antecedents of trust and consequently of commitment: the perceived quality of the service and the customer bonding techniques used by the supplier. In doing so, the causality of the relationships between the various constructs is also examined.