Wetzels, Martin; de Ruyter, Ko; van Birgelen, Marcel - In: Journal of Business & Industrial Marketing 13 (1998) 4/5, pp. 406-423
As with all relationships, it is commonly agreed on that partners in business must have a high degree of commitment … towards their relationship. If commitment is lacking, the relationship will soon come to an end. Affective commitment, that is … commitment based on attraction between partners, is to be preferred over calculative commitment. The latter form of commitment is …