بررسي عوامل موثر بر تعهد و رفتار خريداران در بازاريابي صنعتي

Study of Factors Effecting on Buyersʹ Commitment and Behavior in Industrial Marketing

Commitment in industrial buyer and seller relationships is an important issue of relationship-oriented marketing. Some of the benefits that marketers may gain from commitment of industrial buyers include: favorable buyer purchasing behavior, which leads to decreasing the sellerʹs costs and increasing the sellerʹs revenues. This study investigates the factors effecting on buyer commitment in industrial markets and impact of commitment on purchasing behavior. The method of study is applied and descriptive. It employs structural model and correlation analysis. The sample was industrial buyers of a famous company in wood industry. Findings of the study are: • Industrial buyer commitment is improved according to reciprocal services. • Favorable buyer purchasing behavior is enhanced with increasing of industrial buyer commitment. • Sellerʹs revenues are increased as a result of favorable buyer purchasing behavior. • Sellerʹs costs are decreased as a result of favorable buyer purchasing behavior. According to these findings, it is suggested that managers pay due attention to buyer commitment and offer reciprocal services for improving buyer commitment.