Balanced Relationships as a Determinant of Industrial Source Loyalty

Randall, E. James
August 1988
Journal of Personal Selling & Sales Management;Aug88, Vol. 8 Issue 2, p67
Academic Journal
The article presents an abstract to the paper "Balanced Relationships as a Determinant of Industrial Source Loyalty," by Michael H. Morris, Ramon A. Avila and Joseph D. Chapman. Little attention has been paid in the literature to the concept of source loyalty in industrial markets. Loyalty is hypothesized to be more likely where a balance exists in the power/dependence relationship between the buyer and seller organizations. Three scenarios were developed to test this hypothesis and the buyers did choose the balanced relationship more often.


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