Explaining the Duration of a Relationship: An Investigation in Commercial Baking

  • Jean Perrien
  • Line Ricard
  • Catherine Landry
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


This paper explores the duration of relationships between banks and commercial customers. An empirical investigation reveals that the past does not predict the future and that trust is the major explaining factor.


Conceptual Framework Empirical Investigation Commercial Banking Stepwise Regression Analysis Standardize Coefficient 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Jean Perrien
    • 1
  • Line Ricard
    • 2
  • Catherine Landry
    • 3
  1. 1.University of QuebecMontrealCanada
  2. 2.HEC MontrealNewarkUSA
  3. 3.University of MonctonNewarkUSA

Personalised recommendations