نوع مقاله : مقاله پژوهشی
دانشجوی کارشناسی ارشد. مدیریت ، گروه مدیریت، دانشگاه پیام نورواحد ورامین، ورامین، ایران.
عنوان مقاله [English]
Commitment in the relationship between the buyer and the industrial seller is an important issue in the field of relationship marketing. One of the benefits that marketers derive from the commitment of industrial purchasing companies is the emergence of their favorable behaviors that lead to reduced costs and increased profits of selling companies. This study examines the factors affecting buyer commitment in industrial markets and the effect of commitment on buyer behavior and the impact of creativity and innovation in industrial marketing. The present research is applied-developmental in terms of descriptive method and correlational and causal in terms of content. Findings show that :: by providing additional and informal services, industrial buyer commitment increases. With increasing buyer commitment, the buyer's favorable buying behavior increases. By increasing the buyer's favorable buying behavior, the seller's profit increases. According to the research findings, it is suggested that managers pay attention to buyers' commitment and provide additional and informal services to increase their commitment.