Commitment in Business-to-Business Relationships Case study: National Iranian Gas Company

Buyer commitment to an exchange relation is a key issue in industrial marketing. Commitment to an exchange has several benefits for buyer and seller such as increasing exchange efficiency, decreasing exchange cost and uncertainty. This article investigates commitment in b2b relationships from perspective of purchasing department managers. In the present study the satisfaction effects of purchasing agent from organizational and personal needs fulfillment by supplier have been analyzed based on four factors including: outcome satisfaction, interaction satisfaction, purchasing manager gate keeping, and sales information control. The results show the impacts of these four factors on purchasing department manager's commitment. The findings suggest the marketers will be able to develop stronger bond with purchasing managers by offering benefit bundles that address both organizational and personal needs.