Linking Multi-Component Commitment to Relationship Value, Trust, Conflict and Cooperation
- Reykjavik University
- Publication Type:
- Conference Proceeding
- Flexible Marketing in and Unpredictable World: Proceedings of the 36th EMAC Conference, 2007, pp. 1 - 12
- Issue Date:
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This paper develops a conceptual model of business-to-business relationships that extends prior research. It incorporates a five-component structure of relationship commitment (value-based, affective, locked-in, obligation-based, and behavioural). It includes relationship value, contained in many existing models, in a noval way that links commitment to trust, switching costs, idiosyncratic investments, and cooperation. Four versions of the emerging conceptual model are developed to cope with the two-way/feedback links we include in the model to capture relational process as two-way links otherwise cannot be examined with structural equations modeling method. The paper concludes with preliminary results of the tests of the model(s).
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