| Abstract |
In companies whose main customer is the enterprise, traditional marketing can no longer be applied as before, giving rise to Relationship Marketing, which allows the company to improve its market position and achieve more sustainable relationships with their customers. This study aimed to analyze the determinants of trust and commitment in B2B market of Minas Gerais State, Brazil. The literature review sought to contextualize the relationship model, Key Mediating Variables (KMV), Business to Business characteristics, relationship marketing and constructs: trust, commitment, perceived value, delivery reliability, seller relationship, flexibility, and product quality. It was a descriptive research with quantitative variables, totaling 105 valid interviews, through a self-administered electronic questionnaire. The collected data were analyzed using the Partial Least Squares method, allowing the work with a small sample. The software used was Smart PLS 2.0 with application of factor analysis techniques to estimate a series of interrelated relationships simultaneously and Structural Equation Modeling dependence. Furthermore, it was observed that the product quality has greater weight in the explanation of engagement with the trust relationship. And similarly, this construct is more important than the other (flexibility, perceived value, and delivery reliability) in explaining trust. |
