This research examines the importance of a set of underlying variables, such as willingness of the supplier to adapt to the dealer, built‐up relationship bonds, costs of terminating the relationship, level of shared values, formal and informal communication between the participating parties,...

Purpose – A primary purpose of management and marketing strategy is to develop a competitive advantage. A competitive advantage provides customers with superior value compared with competitive offerings. Banking has traditionally operated in a relatively stable environment for decades. The...