Value Generation And Impact On Commitment In Business-To-Business Relationships

Abstract

As commitment is pivotal to keeping long-term business relationships, it is important to know its antecedents and consequents. This paper aims to assess a nomological network in which commitment is directly explained by relationship value, and two alternative theoretical models are proposed to portrait the influence of both dependence and customer's firm strategic orientation on relationship value and commitment. Though exploratory, results seem to give more support to a model where relationship value is a partial mediator of the influence of dependence and customer’s firm strategic orientation on commitment.