Predicting purchasing behavior on business‐to‐business markets
Abstract
Measures of customers’ repurchase intentions have become common in marketing research, particularly since long‐term relations with customers are stressed as an important goal. This study, however, illustrates that repurchase intentions may be a poor predictor of future behavior on industrial markets, and that past behavior may be a far better predictor. The results imply that caution is warranted when intention measures are used in predictions of purchasing behavior in situations in which decision‐making is constrained by organizational and inter‐organizational factors.
Keywords
Citation
Söderlund, M., Vilgon, M. and Gunnarsson, J. (2001), "Predicting purchasing behavior on business‐to‐business markets", European Journal of Marketing, Vol. 35 No. 1/2, pp. 168-181. https://doi.org/10.1108/03090560110363409
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited