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首页> 外文期刊>Journal of Business Research >Trust and commitment influences on customer retention: insights from business-to-business services
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Trust and commitment influences on customer retention: insights from business-to-business services

机译：信任和承诺对客户保留的影响：企业对企业服务的见解

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摘要

Despite the importance of trust and commitment in relationship marketing, the scholarly inquiry on the issue is rather impeded in several ways. Furthermore, when it comes to the marketing of services and specifically for business-to-business (B2B) markets, the empirical documentation is even slimmer despite the fact that services are increasingly becoming a vital component of the product that the customers buy even when it comes to tangible goods such as computers or cars. In view of this gap, the present empirical study attempts an investigation of two specific antecedents of trust and consequently of commitment: the perceived quality of the service and the customer bonding techniques used by the supplier. In doing so, the causality of the relationships between the various constructs is also examined.
机译：尽管信任和承诺在关系营销中很重要，但在很多方面都阻碍了学者对该问题的研究。此外，在服务营销方面，尤其是在企业对企业（B2B）市场方面，尽管服务越来越成为客户购买的产品的重要组成部分，但经验文档甚至更薄了。涉及有形商品，例如计算机或汽车。鉴于这种差距，本实证研究试图研究信任的两个特定先决条件，从而做出承诺：对服务的感知质量和供方使用的客户联系技术。这样做，还检查了各种构造之间关系的因果关系。

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