How Commitment Influences the Termination of B2B Exchange Relationships

Abstract

Commitment is a key construct determining relationship outcomes, especially in B2B relationships. However, the processes by which commitment affects relationship outcomes — specifically likelihood to terminate a B2B relationship — are not well understood. Using a number of decision-process models, we propose three mechanisms by which commitment influences supplier termination. We suggest that commitment may (a) curtail search, (b) bias supplier evaluation, or (c) curtail action. These are tested using an experimental study as well as a survey. Convergent findings from both studies demonstrate that a combination of all three processes is involved in determining how commitment affects termination likelihood.

Keywords: commitment; satisfaction; termination; decision process