Contact density Relationship quality Contact authority Turnover in contacts Service content Interface difficulty Customer value Controls
Model of Interfirm Relationships
Seller performance outcomes Relationship Breadth: Number of relational ties with an exchange partner
Relationship Quality: Nature of relational bonds with an exchange partner
Relationship Composition: Decision-making capability of the relational contacts at an exchange partner
Key Relational Dimensions
Customer Relationship Develop at Multiple Levels Simultaneously
Measures of relationship and loyalty to “selling firm” often commingles firm and the salesperson effects leading to illusionary loyalty
(Palmatier, Scheer, and Steenkamp 2007)
Salesperson-owned loyalty Selling firm-owned loyalty Typical Measures Commingles Both Types of Loyalty
Relationship with individuals typically have a larger effect on behaviors than relationship with groups
Individuals: on line model (e.g., 26% shift)
Firms: recall heuristics
Highest Impact Relationship Marketing Activities
Building Relationships: Takeaways
RM has a strong impact on performance especially WOM and may be getting more important
RM needs to build gratitude/reciprocity norms, trust, and commitment
Gratitude helps start relationships
Effect on gratitude can be leveraged by delivery (freewill, motive, timing/value)
Interfirm RM needs to build breadth and authority
Relationship operate at many levels simultaneously
