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Factors Influencing Trust and Commitment in Business to Business Market: A Study on the Distribution Sector of Industrial Supplies

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Rediscovering the Essentiality of Marketing

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Abstract

In companies whose main customer is the enterprise, traditional marketing can no longer be applied as before, giving rise to Relationship Marketing, which allows the company to improve its market position and achieve more sustainable relationships with their customers. This study aimed to analyze the determinants of trust and commitment in B2B market of Minas Gerais State, Brazil. The literature review sought to contextualize the relationship model, Key Mediating Variables (KMV), Business to Business characteristics, relationship marketing and constructs: trust, commitment, perceived value, delivery reliability, seller relationship, flexibility, and product quality. It was a descriptive research with quantitative variables, totaling 105 valid interviews, through a self-administered electronic questionnaire. The collected data were analyzed using the Partial Least Squares method, allowing the work with a small sample. The software used was Smart PLS 2.0 with application of factor analysis techniques to estimate a series of interrelated relationships simultaneously and Structural Equation Modeling dependence. Furthermore, it was observed that the product quality has greater weight in the explanation of engagement with the trust relationship. And similarly, this construct is more important than the other (flexibility, perceived value, and delivery reliability) in explaining trust.

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Acknowledgment

We would like to acknowledge CAPES (Coordenação de Aperfeiçoamento de Pessoal de Nível Superior) for supporting the participation in the Conference.

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Authors and Affiliations

  1. Universidade Fumec, Belo Horizonte, Brazil

    Mariana Regina Silva Linhares, José Marcos Carvalho de Mesquita, Kleinia Anjos Vianna & Patricia de Cássia Gomes Moreira

Authors
  1. Mariana Regina Silva Linhares
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  2. José Marcos Carvalho de Mesquita
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  3. Kleinia Anjos Vianna
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  4. Patricia de Cássia Gomes Moreira
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Corresponding author

Correspondence to Mariana Regina Silva Linhares .

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Editors and Affiliations

  1. Department of Business and Law Studies, University of Bari Aldo Moro, Bari, Italy

    Luca Petruzzellis

  2. Stern School of Business, New York University, New York, New York, USA

    Russell S. Winer

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© 2016 Academy of Marketing Science

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Linhares, M.R.S., de Mesquita, J.M.C., Vianna, K.A., Moreira, P.d.C.G. (2016). Factors Influencing Trust and Commitment in Business to Business Market: A Study on the Distribution Sector of Industrial Supplies. In: Petruzzellis, L., Winer, R. (eds) Rediscovering the Essentiality of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-29877-1_11

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