Satisfaction and Interpersonal Closeness as Determinants of Relationship Commitment in Business-to-Business Relationships

The theory of embedded markets states that economic transactions are embedded in social relationships, and economic actors are influenced by both marketing variables and relationship properties. That is, within an exchange relationship actors derive utility from the attributes of a focal product and from interpersonal relationships. We investigate the different roles of satisfaction with a focal product and closeness between boundary personnel in a business-to-business relationship. We demonstrate that these constructs are distinct and differ with respect to antecedents and consequences in a larger nomological network with relationship commitment as the focal dependent variable. --Satisfaction,Closeness,Embeddedness

Integrating latent variables in discrete choice models – How higher-order values and attitudes determine consumer choice

Integrated choice and latent variable (ICLV) models represent a promising new class of models which merge classic choice models with the structural equation approach (SEM) for latent variables. Despite their conceptual appeal, to date applications of ICLV models in marketing are still rare. The present study on travel mode choice clearly demonstrates the value of ICLV models to enhance understanding of choice processes. In addition to the usually studied directly observable variables such as travel time, we show how abstract motivations such as power and hedonisms as well as attitudes such as a desire for flexibility impact on travel mode choice. Further, we can show that it is possible to estimate ICLV models with the widely available structural equation modeling package Mplus. This finding is likely to encourage wider usage of this appealing model class in the marketing field.Hybrid choice models; Mode choice; Values; Value-attitude hierarchy; Mplus

Values, attitudes and travel behavior: a hierarchical latent variable mixed logit model of travel mode choice

Values lie at the heart of an individual's belief system, serving as prototypes from which attitudes and behaviors are subsequently manufactured. Attitudes and behaviors may evolve over time, but values represent a set of more enduring beliefs. This study examines the influence of values on travel mode choice behavior. It is argued that personal values influence individual attitudes towards different alternative attributes, which in turn impact modal choices. Using data from a sample of 519 German commuters drawn from a consumer panel, the study estimates an integrated choice and latent variable model of travel mode choice that allows for hierarchical relationships between the latent variables and flexible substitution patterns across the modal alternatives. Results from the empirical application support the value-attitude-behavior hierarchical model of cognition, and provide insights to planners and policy-makers on how better to sell public transit as a means of travel

Satisfaction and Interpersonal Closeness as Determinants of Relationship Commitment in Business-to-Business Relationships

The theory of embedded markets states that economic transactions are embedded in social relationships, and economic actors are influenced by both marketing variables and relationship properties. That is, within an exchange relationship actors derive utility from the attributes of a focal product and from interpersonal relationships. We investigate the different roles of satisfaction with a focal product and closeness between boundary personnel in a business-to-business relationship. We demonstrate that these constructs are distinct and differ with respect to antecedents and consequences in a larger nomological network with relationship commitment as the focal dependent variable

Attachment orientations in business-to-business relationships

Attachment theory has produced an impressive body of evidence for explaining individual differences in personal relationship behavior. The current study examines whether attachment theory can be fruitfully extended to business-to-business relationships. Hypotheses about the impact of personal attachment orientations on key relationship constructs are developed and empirically tested in two business-to-business relationships. Customers who are securely attached in their personal relationships with their romantic partners experience higher levels of satisfaction, trust, and repurchase intent in their business-to-business relationships. In addition, an attachment scale that is specifically tailored for a business-to-business context is developed. Two dimensions of business attachment are empirically derived: secure business attachment measures the ability and willingness to rely on the business partner, and close business attachment measures the desire to develop personal bonds with a business partner or its employees. The two business attachment dimensions can be used to segment customers with respect to their intrinsic retainability and their preference for personal bonding with their business partners

Integrating latent variables in discrete choice models

Integrated choice and latent variable (ICLV) models represent a promising new class of models which merge classic choice models with the structural equation approach (SEM) for latent variables. Despite their conceptual appeal, to date applications of ICLV models in marketing are still rare. The present study on travel mode choice clearly demonstrates the value of ICLV models to enhance understanding of choice processes. In addition to the usually studied directly observable variables such as travel time, we show how abstract motivations such as power and hedonisms as well as attitudes such as a desire for flexibility impact on travel mode choice. Further, we can show that it is possible to estimate ICLV models with the widely available structural equation modeling package Mplus. This finding is likely to encourage wider usage of this appealing model class in the marketing field

The impact of critical incidents on customer relationships

Published critical incident technique (CIT) studies assume that the incidents reported do indeed have an impact on customer–firm relationships, but rarely assess their impact on measures of relationship strength or behavioural response tendencies. In this study, we conducted face-to-face interviews and assessed the impact of critical incidents on measures of relationship strength (i. e. trust and satisfaction). The results confirm that positive and negative incidents have a partially asymmetric impact on measures of relationship strength. Furthermore, we use a multiple indicators, multiple causes (MIMIC) approach to pinpoint which specific incident types have a particularly strong impact on the health of customer–firm relationships. In contrast to published research, our results clearly support the fact that negative incidents, indeed even a single incident, can be severely damaging to a customer– firm relationship and cannot be compensated by corresponding positive incidents

Customer-Company Identification and its Impact on Customer In- and Extra-Role Behaviours

In an implicit response to the success of companies such as Apple or Harley-Davidson Bhattacharya and Sen (2003) proposed how customer-company (C-C) identification may enable companies to turn their customers into loyal apostles. The present paper shows that customers' identification with a retailer is a central element to establish strong emotional ties i.e. affective commitment between customers and the retailer. These emotional ties to the retailer in turn (a) motivate loyalty intentions but also (b) motivate so-called customer extra-role behaviours. Customer extra-role behaviours include additional customer behaviours that enable companies to achieve a competitive advantage, because their customers are more resilient to negative information, participate in improvement processes, and help other customers

Attachment Security and the Strength of Commercial Relationships: A Longitudinal Study

This research applies attachment theory to a pivotal question in relationship marketing: Which consumers have a propensity to build strong relationships with companies/brands, and why? Using data from a longitudinal field study in the automotive services category, we first show that secure personal attachment drives stronger commercial relationships, as measured by dealer trust, satisfaction, and loyalty. Building upon recent theory supporting domain-specific instantiations of generalized attachment orientations, we then provide evidence of improved diagnostic and predictive value from an attachment construct specific to the commercial (versus personal) relationship context. Two dimensions of secure consumer attachment —embrace of vulnerability and drive for closeness—are empirically derived; these facets drive different relationship marketing responses. The effects of secure consumer attachment are persistent over time, and manifest despite controls for other traits known to drive relationship behaviors. Our result patterns parallel those found in interpersonal relationship settings and support the application and extension of attachment theory in marketing. The research offers further validation of the contention that commercial relationships behave in similar ways to personal relationships, thereby reinforcing the legitimacy of inquiries that seek to develop relationship theories in consumer marketing research

Social bonding as a determinant of share of wallet and cross-buying behaviour in b2b relationships

Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. In this longitudinal study the authors close this gap and assess the impact of social bonding on share of wallet and actual crossbuying behaviour