Factors that have a significant impact on business-to-business (B۲B) relationship marketing within the telecommunications industry

Numerous studies have been conducted on relationship marketing, but few have specifically focused on the telecom industry and its impact on the intention to expand purchases. This study aims to fill that gap by investigating the key factors influencing B۲B relationship marketing in the telecom industry. It established a framework based on the KMV model and found that supplier capabilities, switching costs, and relationship benefits are all positively correlated with customer trust and commitment. Additionally, trust and relationship commitment have positive effects on both intention to stay and intention to expand purchases. The study also supports the hypothesis that trust and relationship commitment are key mediators in B۲B telecom industry relationship marketing. The findings have managerial implications and suggest directions for future research.

کلیدواژه ها:

Relationship marketing ، trust ، commitment ، intention to expand purchase ، telecom industry.