Determinants of Customer Dependence and Its Effects on Customer Trust in Interpersonal Based Buyer-Seller Relationships

Kareem Abdul Waheed, Institute of Management Technology Dubai, UAE
Sanjaya S. Gaur, Auckland University of Technology, New Zealand
Traditionally, customer dependence is viewed as a structural constraint in relationship outcomes. The effect of customer dependence on power, control and opportunistic behavior in buyer-seller relationship context is well researched. This paper views customer dependence as a positive relationship construct, identifies the determinants of customer dependence and explains the effects of customer dependence on customer satisfaction and customer trust. The paper is based on an empirical study carried out in farmer-chemical fertilizer retailer relationship - a commonly found interpersonal based buyer-seller relationship in India.
[ to cite ]:
Kareem Abdul Waheed and Sanjaya S. Gaur (2009) ,"Determinants of Customer Dependence and Its Effects on Customer Trust in Interpersonal Based Buyer-Seller Relationships", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 999-1000.