TY - JOUR
T1 - Mature relationships
T2 - Why does relational orientation turn into transaction orientation?
AU - Gopalakrishna Pillai, Kishore
AU - Sharma, Arun
N1 - Copyright:
Copyright 2004 Elsevier B.V., All rights reserved.
PY - 2003/11
Y1 - 2003/11
N2 - One of the fundamental assumptions of relationship marketing is that the length of the relationship increases the relational orientation of the partners. Recently, however, researchers have suggested that the benefits of relationship marketing are not evident in a large number of industries [e.g., Journal of Marketing 64 (2000, October) 17]. In this paper, we examine these contradictory results and, using extant research in this area, we model the antecedents of mature relationships that lead to relational versus transactional orientation. Most buyer seller associations follow an s-shaped curve between partners' length of association and the relational orientation of the buyer. However, for some buyer-seller associations, we suggest that there is an inverted u-shaped relationship between relational orientation and length of association. We examine relational attributes and propose variables that are the antecedents of transactional orientation in mature relationships. Implications for theory and managerial practice are highlighted.
AB - One of the fundamental assumptions of relationship marketing is that the length of the relationship increases the relational orientation of the partners. Recently, however, researchers have suggested that the benefits of relationship marketing are not evident in a large number of industries [e.g., Journal of Marketing 64 (2000, October) 17]. In this paper, we examine these contradictory results and, using extant research in this area, we model the antecedents of mature relationships that lead to relational versus transactional orientation. Most buyer seller associations follow an s-shaped curve between partners' length of association and the relational orientation of the buyer. However, for some buyer-seller associations, we suggest that there is an inverted u-shaped relationship between relational orientation and length of association. We examine relational attributes and propose variables that are the antecedents of transactional orientation in mature relationships. Implications for theory and managerial practice are highlighted.
KW - Mature relationships
KW - Relational orientation
KW - Transactional orientation
KW - Transactions
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U2 - 10.1016/j.indmarman.2003.06.005
DO - 10.1016/j.indmarman.2003.06.005
M3 - Article
AN - SCOPUS:0344513307
VL - 32
SP - 643
EP - 651
JO - Industrial Marketing Management
JF - Industrial Marketing Management
SN - 0019-8501
IS - 8
ER -