Relationship Quality and Buyer–Seller Interactions in Channels of Distribution

Relationship Quality and Buyer–Seller Interactions in Channels of Distribution This study considers how relationship marketing is manifest in actual interactions between buyers and sellers involved in on-going relationships with varying degrees of relationship quality. Seven buyer–seller, interaction encounters were observed, audiotaped, and analyzed. Before observing the encounters, however, in-depth interviews were conducted with the buyers to determine their perceived quality of the relationships within which the interactions would occur. Qualitative and empirically based evidence suggest systematic, behavioral differences across the interactions. Specifically, the results suggest that relatively higher-quality relationships tend to exhibit more friendliness, less question asking, disagreement, and compliance behavior as compared with lower-quality relationships. Buyers in lower-quality relationships tend to dominate the interaction by disagreeing and talking a larger percentage of the time relative to buyers in higher-quality relationships. As the quality of the relationship increases, however, buyers disagree less and allow sellers more latitude in time spent talking. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Research Elsevier

Relationship Quality and Buyer–Seller Interactions in Channels of Distribution

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Publisher
Elsevier
Copyright
Copyright © 1999 Elsevier Science Inc.
ISSN
0148-2963
eISSN
1873-7978
DOI
10.1016/S0148-2963(98)00032-0
Publisher site
See Article on Publisher Site

Abstract

This study considers how relationship marketing is manifest in actual interactions between buyers and sellers involved in on-going relationships with varying degrees of relationship quality. Seven buyer–seller, interaction encounters were observed, audiotaped, and analyzed. Before observing the encounters, however, in-depth interviews were conducted with the buyers to determine their perceived quality of the relationships within which the interactions would occur. Qualitative and empirically based evidence suggest systematic, behavioral differences across the interactions. Specifically, the results suggest that relatively higher-quality relationships tend to exhibit more friendliness, less question asking, disagreement, and compliance behavior as compared with lower-quality relationships. Buyers in lower-quality relationships tend to dominate the interaction by disagreeing and talking a larger percentage of the time relative to buyers in higher-quality relationships. As the quality of the relationship increases, however, buyers disagree less and allow sellers more latitude in time spent talking.

Journal

Journal of Business ResearchElsevier

Published: Nov 1, 1999

References

  • Price, Authority, and Trust
    Bradach, Jeffrey L; Eccles, Robert G
  • Developing Buyer–Seller Relationships
    Dwyer, F.Robert; Schurr, Paul; Oh, Sejo
  • Verbal Responses to Different Bargaining Strategies
    Galinat, Withold H; Muller, Gunther F
  • Sex Differences in Ingratiatory Behavior
    Strutton, David; Pelton, Lou E; Lumpkin, James R

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