A preliminary investigation into associations between components of attitudinal commitment and relationship benefits

Findings from exploratory research examining antecedents and outcomes of instrumental, affective and normative commitment in a business-to-business setting are reported. Results suggest supplier generated relationship benefits that offer retailers a competitive advantage through cost leadership or differentiation influence instrumental commitment, while interpersonal relationship antecedents such as trust, satisfaction and absence of conflict influence affective and normative commitment. A theoretical model is offered illustrating these relationships and it is proposed that enhanced outcomes will be derived from channel strategies that focus with greater intent on maximising each dimension of commitment through identified antecedents. The vehicle for the study is relationships between Australian retail pharmacies and pharmaceutical wholesalers and banner groups.