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Original Articles

Buyer–Seller Relationships Within a Multisource Context: Understanding Customer Defection and Available Alternatives

Pages 383-395
Published online: 23 Sep 2013
 

The purpose of this study is to develop and test a customer defection model describing an organizational buyer’s propensity to stop purchasing from a supplier within a multisource buyer–seller relationship. A total of 168 employees who worked in purchasing using multiple suppliers in procurement were used for this study. Findings provide strategies for the salesperson to utilize in order to reduce the customer’s perception of available alternatives (e.g., increase trust in the salesperson) and defection (e.g., increase customer satisfaction and commitment). Findings also show that the relationship between satisfaction and commitment is fully mediated by trust within a multisource relationship.

Additional information

Notes on contributors

Scott B. Friend

Scott B. Friend (Ph.D., Georgia State University), Assistant Professor of Marketing, University of Nebraska–Lincoln, .

G. Alexander Hamwi

G. Alexander Hamwi (Ph.D., Georgia State University), Assistant Professor of Marketing, Missouri State University, .

Brian N. Rutherford

Brian N. Rutherford (Ph.D., Georgia State University), Assistant Professor of Marketing and Professional Sales, Michael J. Coles College of Business, Kennesaw State University, .

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