Retention of Dissatisfied B to B Services Customers: An Empirical Test of the Mediating Effects of Dependence and Calculative Commitment

relationship not only depend on the determinant factors or switching barriers, but also on the essential natureof the relationship. This paper adapts a broad social exchange framework to business-to-business (B-to-B)exchange relationships, and explains "unjustified persistence" or the tendency to remain involved in a B-to-Brelationship that is dissatisfying overall. Specifically, the paper extends the knowledge on the mediatingfactors that influence the likelihood of dissatisfied B-to-B customers who have complained, and consideredswitching, to continue purchasing from their existing service provider. Data was collected online from 376businesses using a key informant approach, and analysed using structural equation modelling software AMOS7.0 with maximumlikelihood (ML) estimation. The findings support all the hypothesised relationships andimply that the potential loss of special privileges, if the customer were to switch from their current serviceprovider, are related to a feeling of dependence on, and calculative commitment to, the service provider. Themediation mechanisms also imply that sunk costs are more related to dependence or calculative commitmentthan repurchase intentions, and that dependence or calculative commitment continues to play a role ingenerating customer outcomes.