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Commitment is often seen one of the key constructs of relationship marketing in business-to-business context, as it has been found to lead to desirable relational outcomes like cooperation, long-term orientation, loyalty and decreased propensity to terminate a relationship (e.g. Abdul-Muhmin, 2003; Gounaris, 2005), also leading to business performance outcomes (Ahlfors, 2005). However, the influence of this construct on actual vendor selection situations has often been forgotten, leading them to focus on studying the actual significance of commitment on the criteria on which IT purchases are settled on.
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