a Business Department, The College of Staten Island-CUNY, 2800 Victory Boulevard, Staten Island, NY 10314, United States b Zicklin School of Business, Baruch College, Box B12-284, 1 Bernard Baruch Way, New York, NY 10010, United States
Abstract:
This paper explores the potential for business service customers to form separate bonds of commitment with the service firm and the service representative. It examines the role of the individual and identifies six potential antecedents to each type of commitment. It also proposes that both types of commitment will influence the degree of relational exchange between the customer and the service firm. The hypotheses are tested using multiple regression and data from a survey of marketing research managers. The results support the majority of the hypotheses.