Rethinking Loyalty in Business Relationships

Research output: Contribution to conferencePaperResearchpeer-review

Abstract

This conceptual paper develops an alternative understanding of the foundation of commitment and loyalty in business relationships. It is argued that commonly used facets of commitment and loyalty depend on past behavior or expectations but do not explain the foundation of such commitment and loyalty. The paper develops a relevant constructs which explain the alignment and match between customers and suppliers. The foundation of commitment and loyalty should be seen as an aggregated match of three elements: business understanding, business resources,
and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.
Original languageEnglish
Publication date2012
Number of pages7
Publication statusPublished - 2012
EventThe 41th EMAC Annual Conference 2012 - ISCTE Business School, Lisbon, Portugal
Duration: 22 May 201225 May 2012
Conference number: 41
http://www.emac2012.org/r/home

Conference

ConferenceThe 41th EMAC Annual Conference 2012
Number41
LocationISCTE Business School
CountryPortugal
CityLisbon
Period22/05/201225/05/2012
Internet address

Bibliographical note

CBS Library does not have access to the material

Cite this

Ritter, T., & Andersen, H. (2012). Rethinking Loyalty in Business Relationships. Paper presented at The 41th EMAC Annual Conference 2012, Lisbon, Portugal.
Ritter, Thomas ; Andersen, Henrik. / Rethinking Loyalty in Business Relationships. Paper presented at The 41th EMAC Annual Conference 2012, Lisbon, Portugal.7 p.
@conference{ac5fc81d5cac4f19a08f7cf9ba6a5760,
title = "Rethinking Loyalty in Business Relationships",
abstract = "This conceptual paper develops an alternative understanding of the foundation of commitment and loyalty in business relationships. It is argued that commonly used facets of commitment and loyalty depend on past behavior or expectations but do not explain the foundation of such commitment and loyalty. The paper develops a relevant constructs which explain the alignment and match between customers and suppliers. The foundation of commitment and loyalty should be seen as an aggregated match of three elements: business understanding, business resources,and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.",
keywords = "Commitment, Loyalty, Business relationship",
author = "Thomas Ritter and Henrik Andersen",
note = "CBS Library does not have access to the material; null ; Conference date: 22-05-2012 Through 25-05-2012",
year = "2012",
language = "English",
url = "http://www.emac2012.org/r/home",

}

Ritter, T & Andersen, H 2012, 'Rethinking Loyalty in Business Relationships' Paper presented at, Lisbon, Portugal, 22/05/2012 - 25/05/2012, .

Rethinking Loyalty in Business Relationships. / Ritter, Thomas; Andersen, Henrik.

2012. Paper presented at The 41th EMAC Annual Conference 2012, Lisbon, Portugal.

Research output: Contribution to conferencePaperResearchpeer-review

TY - CONF

T1 - Rethinking Loyalty in Business Relationships

AU - Ritter, Thomas

AU - Andersen, Henrik

N1 - CBS Library does not have access to the material

PY - 2012

Y1 - 2012

N2 - This conceptual paper develops an alternative understanding of the foundation of commitment and loyalty in business relationships. It is argued that commonly used facets of commitment and loyalty depend on past behavior or expectations but do not explain the foundation of such commitment and loyalty. The paper develops a relevant constructs which explain the alignment and match between customers and suppliers. The foundation of commitment and loyalty should be seen as an aggregated match of three elements: business understanding, business resources,and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.

AB - This conceptual paper develops an alternative understanding of the foundation of commitment and loyalty in business relationships. It is argued that commonly used facets of commitment and loyalty depend on past behavior or expectations but do not explain the foundation of such commitment and loyalty. The paper develops a relevant constructs which explain the alignment and match between customers and suppliers. The foundation of commitment and loyalty should be seen as an aggregated match of three elements: business understanding, business resources,and business interaction. The new model for the foundation of loyalty contributes to an understanding of loyalty and customer behavior in business markets and challenges current loyalty measurement models.

KW - Commitment

KW - Loyalty

KW - Business relationship

M3 - Paper

ER -

Ritter T, Andersen H. Rethinking Loyalty in Business Relationships. 2012. Paper presented at The 41th EMAC Annual Conference 2012, Lisbon, Portugal.