دانلود مقاله ISI انگلیسی شماره 2428
عنوان فارسی مقاله

سوابق و عواقب ناشی از تعهد در خدمات تحقیقات بازاریابی : دیدگاه مشتری

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
2428 2009 13 صفحه PDF سفارش دهید 10670 کلمه
خرید مقاله
پس از پرداخت، فوراً می توانید مقاله را دانلود فرمایید.
عنوان انگلیسی
Antecedents and consequences of commitment in marketing research services: The client's perspective
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Industrial Marketing Management, Volume 38, Issue 7, October 2009, Pages 785–797

کلمات کلیدی
تعهد - تحقیقات بازاریابی - خدمات حرفه ای - تجارت شرکت با شرکت در بازار - مدل سازی معادلات ساختاری
پیش نمایش مقاله
پیش نمایش مقاله سوابق و عواقب ناشی از تعهد در خدمات تحقیقات بازاریابی : دیدگاه مشتری

چکیده انگلیسی

Commitment is one of the most frequently studied variables in business-to-business relationships and several researchers propose it is the main antecedent of customer loyalty. However, while marketing relationships researchers agree on the importance of the construct, differences remain in its conceptualization and operationalization. This study examines commitment from the customer's perspective, consisting of three components: calculative, affective and normative. Relationships were tested between the three dimensions of commitment and social bonds, trust and satisfaction in the context of professional business services providers and their clients. The results of the model that was tested in Central and Eastern European companies show that affective commitment is the only one of the three components that significantly influences customer loyalty. Trust and social bonds have no significant relation either to normative or to calculative commitment while a relation of overall satisfaction with normative and calculative commitment is negative. The theoretical and managerial implications for the model to assist in the development of appropriate strategies to achieve affective commitment and loyalty in business relationships are discussed.

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