Single Source Supply Versus Multiple Source Supply: A Study into the Relationship Between Satisfaction and Propensity to Stay Within a Service Setting

The relationship between buyer satisfaction and the propensity of a buyer to stay in a relationship may be more complex than earlier research suggests. Building on prior research, two facets of satisfaction are examined. Our findings suggest that satisfaction with the firm and satisfaction with the salesperson each play an essential role in a firm’s decision to stay in a business-to-business relationship. In addition, our results indicate that both the number of suppliers and a buyer’s perception of available alternatives moderate the relationship between satisfaction with the salesperson and a buyer’s propensity to stay in the relationship