International Journal of Business Management and Administration Vol. 4(1), pp. 001-007, February 2015 ISSN 2327-3100 ©2015 Academe Research Journals

Full Length Research Paper

The influence of brand equity and relationship superiority on customer commitment: A study of Africa Telecom Service Provider

Ogunkoya Olufemi A.¹, Shobayo Peter B.¹* and Hassan Banjo²

¹Department of Business Administration, Olabisi Onabanjo University, Ago-iwoye, Ogun State, Nigeria.

²Department of Business Administration, University of Lagos, Lagos State, Nigeria.

*Corresponding author. E-mail: godson0032000@yahoo.com. Tel: +2348034626058.

Accepted 28 October, 2013

Abstract

This study intends to examine in what way product and relationship superiority can impact buyer pledge in the business-to-business (B2B) setting. By aiming a Nigerian wooden merchandise producer as case study, survey questionnaires were sent with replies of 36 business consumers. The study used a theoretic basis of relationship superiority, buyer pledge (using a reformed Grönroos’s exemplary of bi-dimensional service quality model containing both product and services facets) as a forerunner of relationship superiority and business pledge as a decisive dependent variable. The results of this study advocate that buyer pleasure to service supplier can be enhanced by directing on their apparent superiority on both service and product. Accordingly, buyer pledge and relationship superiority can be improved by increasing buyer pleasure. Similarly, this study strengthens the credence that relationship approval has a vital part to play in the manufacturing setting. It places forward one likely fundamental clarification of the subtle bond between approval and relationship.

Key words: Relationship quality, trust, satisfaction, commitment, brand equity.