Buyer behavior in business-to-business services: The case of foreign exchange

Empirical regularities in buying behavior observed in mostly consumer markets have been Linked into a comprehensive model, the Dirichlet. No attempt has yet been made to see if this model applies to services in general or to business-to-business services in particular. In this paper, we examine the purchasing behavior of large multinational corporations from four countries who purchase foreign exchange contracts from the major banks. We highlight similarities to the patterns of buying behavior observed in consumer markets. Implications for the management of business-to-business services firms are discussed. (C) 1997 Elsevier Science B.V.