A concept of commitment: alternative views of relational continuity in business service relationships

In: The journal of business & industrial marketing, Band 10, Heft 5, S. 22-37

Abstract

Explores the role of commitment in maintaining relationship bonds
even when the level of satisfaction with specific transactions is low. A
strong relationship can exist between these professional service
providers and their clients even when participants do not feel positive
about their interactions. A study of the factors which influence
accountant choice and switching behavior shows a great reluctance by
clients to alter the existing client/accountant relationship.
Accountants′ clients are often unwilling to explore alternative service
options even if dissatisfied. A number of different bases of commitment
emerge from analysis of both the factors which might lead to a change in
accountant and attitudes towards the current provider.