n South African Journal of Business Management - Building long-term marketing relationships : new perspectives on B2B financial services

Volume 44, Issue 4
  • ISSN : 2078-5585


The focus of this study was on the relevance of trust, satisfaction and commitment in maintaining a long-term relationship (intention to stay) with an exchange partner in a Business-to-Business (B2B) context in the financial services industry. The perceptions of 238 B2B clients of a leading South African provider of development capital were investigated. Since support could not be found for the existence of trust, commitment and satisfaction as distinct , this study provides empirical support for the amalgamation of some well-established individual dimensions into broader, more holistic dimensions as drivers of long-term relationship building.

Contrary to expectations, B2B banking clients participating in this study appeared to regroup individual dimensions, in a heuristic fashion, to form new dimensions that influenced their attitude towards staying in a B2B relationship. As a result, building long-term marketing relationships seems to be a less complicated process than previously thought. Against this background, the primary contribution of the study is that it highlights the need for marketing practitioners to reconsider their current relationship-marketing strategies. As the findings of the study are inconsistent with conventional wisdom, they also challenge marketing academics to reconsider the theoretical foundations of relationship building in a B2B context.

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