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  • An empirical examination of the dark side of relationship marketing within a business-tobusiness context

    Author(s)
    Baker, BL
    Dant, RP
    Weaven, SK
    Griffith University Author(s)
    Weaven, Scott K.
    Year published
    2019
    Metadata
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    Abstract
    There is a preponderance of research documenting the benefits associated with adopting a relationship marketing (RM) strategy. However, there is a nascent stream of literature which suggests the adoption of an RM strategy may actually diminish organizational performance. In this chapter, the authors introduce and operationalize a set of dark side constructs. The goal is to examine the influence that relational constructs such as trust, commitment, and satisfaction have on the emergence of this dark side. The influence the dark side has on performance is also tested. The results of the study (N = 309) support the premise of ...
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    There is a preponderance of research documenting the benefits associated with adopting a relationship marketing (RM) strategy. However, there is a nascent stream of literature which suggests the adoption of an RM strategy may actually diminish organizational performance. In this chapter, the authors introduce and operationalize a set of dark side constructs. The goal is to examine the influence that relational constructs such as trust, commitment, and satisfaction have on the emergence of this dark side. The influence the dark side has on performance is also tested. The results of the study (N = 309) support the premise of positive relationships between relational constructs and the dark side. Although time was thought to moderate these relationships only the main effects between the relational constructs and the dark side were significant. Performance is found to be negatively influenced by the dark side. The authors discuss the theoretical and managerial implications of these findings.
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    Book Title
    Handbook of Research on Distribution Channels
    DOI
    https://doi.org/10.4337/9780857938602.00033
    Subject
    Marketing
    Publication URI
    http://hdl.handle.net/10072/397881
    Collection
    • Book chapters

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