Relationship management orientation and relationship marketing success

Date

1995-12

Journal Title

Journal ISSN

Volume Title

Publisher

Texas Tech University

Abstract

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.

Description

Keywords

Interorganizational relations, Marketing, Market channels

Citation