Journal Article10.1300/J366V01N03_04
Leveraging Relationships in Marketing
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TL;DR: In this article, the authors investigated the influence of two independent variables (Intrinsic Interpersonal Commitment and Structural Bonds) on the dependent variable Relationship Strength in services marketing domain.
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Abstract: The present study is an investigation into the motivational underpinnings of strong relationships in services marketing domain. Based on past research in social psychology and marketing, this study investigates the influence of two independent variables-Intrinsic Interpersonal Commitment and Structural Bonds-on the dependent variable Relationship Strength. Both attitudinal and behavioral variables are studied to measure the quality of relationships. 144 surveys of consumers were completed. The results partially support the research hypotheses. The results suggest refocusing on the type of motivational commitment in relationships. The role of gender, age, involvement, and the interaction complexity need to be explored to further validate the model.
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Citations
Relationship Strength in Service Industries: A Measurement Model:
TL;DR: Although one of the key objectives of relationship marketing is to build a strong relationship with customers, the construct of relationship strength is recent and there is little research into its structure as discussed by the authors.
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Relationship Development: Tracking the Formation of Relationship Commitment in a Controlled Setting
TL;DR: In this paper, Swanson et al. integrated the research on antecedents and outcomes of negotiations from a variety of fields to integrate the influence of attitudinal trust, subjective norms, and intrinsic commitment in a relation.
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References
The Role of Relationship Quality in the Stratification of Vendors as Perceived by Customers
TL;DR: In this paper, a study was conducted to empirically examine the extent to which businesses use relationship quality perceptions to differentiate their qualified vendors, and the findings support the notion that relationship quality is a higher-order construct that can be used as a basis for developing vendor stratification systems.
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Willingness to Sacrifice in Close Relationships
P.A.M. van Lange,Caryl E. Rusbult,Stephen M. Drigotas,Ximena B. Arriaga,Betty S. Witcher,Chante L. Cox +5 more
TL;DR: Willingness to sacrifice was associated with strong commitment, high satisfaction, poor alternatives, and high investments; feelings of commitment largely mediated the associations of these variables with willingness to sacrifice.
Output Sector Munificence Effects on the Internal Political Economy of Marketing Channels
F. Robert Dwyer,Sejo Oh +1 more
TL;DR: Using a resource dependence perspective, the authors in this paper hypothesize that a marketing channel will thrive only to the extent it can secure critical resources from the environment, which is not the case for all marketing channels.
669
Honeymoons and the Liability of Adolescence: A New Perspective on Duration Dependence in Social and Organizational Relationships
Mark Fichman,Daniel A. Levinthal +1 more
TL;DR: In this article, the authors hypothesize that many relationships start with an initial stock of assets, which can take a variety of forms (depending on the context), including favorable prior beliefs, trust, goodwill, financial resources, or psychological commitment.
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