Research Article
A Study on Multidimensional Commitment in Business-to-Business (B2B) Transactions
Published: January 2008 · Vol. 37 No. 5 · pp. 1233-1262
Full Text
Abstract
In inter-firm exchange relationships, mutual commitment is not only essential for successful relationship marketing but also plays an important role in generating profits for the transacting parties. While recent research in human resource management/organizational behavior and marketing has recognized and approached relationship commitment as a multidimensional concept, domestic inter-firm marketing research has focused exclusively on affective commitment, without conducting sufficient research on other forms of relationship commitment such as calculative commitment and normative commitment. The multidimensional conceptualization of the commitment variable can enhance not only conceptual refinement but also empirical differentiation and practical utility. Depending on the type of commitment, the relationships with other variables may differ in both the magnitude and direction of their effects. In this study, we classified the major forms of commitment in inter-firm transactions into affective commitment, calculative commitment, and normative commitment, and examined how these types of commitment relate to trust, dependence, and relationship continuity intention. Through empirical analysis conducted with local export firms exporting textile products and textile dyeing firms contracted by these exporters for processing, we confirmed that all three types of commitment exist in inter-firm transactions and that discriminant validity exists among the commitment types. In hypothesis testing conducted across two groups, trust and dependence were found to have significant effects on all three types of commitment, with differences in the magnitude and direction of effects depending on the type of commitment. This phenomenon was also found between commitment and relationship continuity intention. In addition to these direct effects, we confirmed that a statistically significant interaction effect exists between trust and dependence on affective commitment.
