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

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.


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.


Kareem Abdul Waheed, Institute of Management Technology Dubai, UAE
Sanjaya S. Gaur, Auckland University of Technology, New Zealand


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Losing Fast or Slow? Preferences for Uncertainty Resolution

Kurt P. Munz, New York University, USA
Alixandra Barasch, New York University, USA

Read More


Collaborative Work as Catalyst for Market Formation: The Case of the Ancestral Health Market

Burcak Ertimur, Fairleigh Dickinson University
Steven Chen, California State University, Fullerton

Read More


Brands as Mediators: A Research Agenda

Philipp K. Wegerer, University of Innsbruck, Austria

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.