Intention to Continue Relationship in B to B Setting – Case of Guinness Ghana Breweries – Some Preliminary Findings

Intention to Continue Relationship in B to B Setting – Case of Guinness Ghana Breweries – Some Preliminary Findings

George Baadu Adams & Joshua K Doe George Kofi Amoako

Relationship marketing serves the purpose of building a long-term relationship with business partners in order to minimize switching behavior and increase intention to continue business. This study assessed the relationships between relationship marketing practices of trust, commitment, relative dependence, customer satisfaction and perceived value as drivers to intention to continue business relationships under a B2B setting of GGCL. Hypotheses based on the literature were formulated. The study was a descriptive survey, and using convenience sampling techniques, data was collected from 248 businesses who were distributors of GGCL using questionnaire. The study findings demonstrated that a positive and significant relationship exists between commitment and intention to continue business, relative dependence and intention to continue business, customer satisfaction and intention to continue business …

Taylor and Francis

2020

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:nU66GSXDKhoC

English