Background: A relationship marketing approach to the management of business relationships can enhance overall customer satisfaction and reduce economic risks, such as opportunism that is associated with business dealings. Aim: The aim of this study was to establish whether a positive relationship exists between trust and commitment, whether trust has a positive influence on commitment, whether trust and commitment positively influence satisfaction and whether opportunism and conflict are outcomes of satisfaction in South African buyer–supplier relationships. Setting: Top 500 companies operating in the South African private sector. Methods: Using a structured questionnaire, data were gathered from 250 large companies in South Africa and were analysed through the application of structural equation modelling (SEM). Results: The findings indicate that both trust and commitment were perceived as important antecedents of satisfaction in a South African business-to-business environment, and that trust is a precursor to commitment in relationship building between organisational buyers and sellers in South Africa. This study adds value by assisting business-to-business buyers and sellers in South Africa on variables to consider when developing relationship-building strategies. Conclusion: Both parties to a relationship should therefore build relationships founded on trust and commitment. This will enhance their joint satisfaction, resulting in less opportunism and conflict, and will foster long-term relationship building based on mutual satisfaction. In contrast, dissatisfaction could increase opportunism and conflict between the parties, leading eventually to the termination of their business relationship.

中文翻译：

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南非企业对企业关系中满意的前因和后因

背景：用于管理业务关系的关系营销方法可以提高整体客户满意度并降低经济风险，例如与业务往来相关的机会主义。目的：本研究的目的是确定信任与承诺之间是否存在正向关系，信任是否对承诺具有积极影响，信任与承诺是否对满意度产生积极影响以及机会主义和冲突是否是南非买家满意的结果？供应商关系。背景：在南非私营部门运营的500强公司。方法：使用结构化问卷，从南非250家大公司收集数据，并通过应用结构方程模型（SEM）进行分析。结果：研究结果表明，在南非企业对企业环境中，信任和承诺都被视为满足满意度的重要先决条件，并且信任是南非组织买卖双方之间建立关系的承诺的前提。这项研究通过协助南非的企业对企业买卖双方在制定关系建立战略时要考虑的变量来增加价值。结论：关系的双方都应基于信任和承诺建立关系。这将提高他们的共同满意度，减少机会主义和冲突，并促进建立在相互满足基础上的长期关系。相反，不满会增加机会主义和当事方之间的冲突，