Building commitment in buyer-seller relationships: A tie strength perspective

The strength of inter firm buyer-seller ties is vital to understanding the formation of commitment. Drawing upon the tie strength sociology and embeddedness literature, this study conceptualizes four dimensions of tie strength and examines their effects on the buyer firm's commitment to the selling firm, as well as the impact of commitment on favorable buyer behavior. A survey of 119 buyer organizations reveals that three of the four identified properties of tie strength (reciprocal services, mutual confiding and emotional intensity) are positively related to buyer commitment to the selling organization. Interestingly, the strongest relationship was found between emotional intensity and commitment — an understudied dimension of buyer-seller relationships. This study contributes to the B2B relationship marketing literature by increasing our understanding of the differential effects of behavioral and emotional aspects of ties on commitment. The study suggests to managers in manufacturing firms to develop strong behavioral and emotional ties with buyer firms in their relationship marketing strategy.