Relationship management orientation and relationship marketing success
Cox, Kevin Christopher
MetadataShow full item record
Relationship management is conceptualized as interorganizational activities, communications, policies and procedures that seek to enhance the contribution of an exchange relationship to a firm's ability to meet one or more of its organizational objectives. This study draws upon transformational leadership theory in political and organizational research to develop a typology of relationship management orientation (RMO). The typology includes developmental, transactional and exception-based RMOs, which were expected to have a positive, neutral, and negative effect, respectively, on the development of characteristics associated with relationship marketing success—namely, trust, relationship commitment, and cooperation. The model was tested in a franchise setting, using latent variable stmctural equations. Results were generally supportive of the model. The contributions and limitations of the study, including managerialimplications and prospects for future research, are discussed.