Abstract

The author intended to understand the psychological dynamics of individual consumer in the continuous buyer-seller relationship emphasizing the importance of relationship commitment. For this, the current study established and empirically examined the conceptual model of multidimensional relationship commitment(affective, calculus, normative). Three different commitment was theorized to mediate differentially the relationship between the relationship outcome determinants(trust, closeness, self-disclosure, relationship attractiveness) and relational behavioral intentions(intention to stay, tolerance with relationship recovery, intention to relationship growth). The study identified the multidimensionality of relationship commitment and the mediating role of the concept with AMOS analysis. The results mean that the buyer-seller relationship is the complex dynamic relationship. Finally, we discussed the role of commitment and the strategies of the commitment development, and suggested several further studies.