We present a model of B2B relationships aimed at explaining the motivation to upgrade a contract. ► The empirical context is given by the relationships between small non-food retailers and their bank. ► Affective loyalty emerges as a key mediator that helps to increase the intention to upgrade the contract. ► The size of the bank, the seniority of the relationship and the criticality of the service act as moderators.
Determinants and mediators of the intention to upgrade the contract in buyer–seller relationships
VISENTIN, MARCO;SCARPI, DANIELE
2012
Abstract
We present a model of B2B relationships aimed at explaining the motivation to upgrade a contract. ► The empirical context is given by the relationships between small non-food retailers and their bank. ► Affective loyalty emerges as a key mediator that helps to increase the intention to upgrade the contract. ► The size of the bank, the seniority of the relationship and the criticality of the service act as moderators.File in questo prodotto:
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