Multiple Levels of Relational Marketing Phenomena

Business relationship process management as company dynamic capability improving relationship portfolio

“…There are various approaches to conduct research on relational phenomena in inter-company context (Halinen et al, 1999;Iacobucci & Zerrillo, 1996;Uzzi, 1996). Our conceptualization and empirical test were conducted from the perspective of focal company.…”

Benefiting from dedication and constraint in buyer–seller relationships

“…Groonroos,1994;Gummesson,1997;Palmer,1996) proclaimed relationship marketing (RM) as a new marketing paradigm. The growing popularity of business relationships as a research area characterizes business relationships as extremely complex and heterogeneous, with research based on a wide set of diagnostic variables and research methods (Iacobucci & Zerillo, 1996). More recently, a network approach to B2B marketing relationships has received growing attention (e.g.…”

“…Rather than examining an entire network of entities, here we focus on ways firms can build beneficial relationships with individual business customers. According to Iacobucci and Zerillo (1996) this paper examines inter-organizational constructs from the perspective of relationship actors which is one of many possible levels of studying relational marketing phenomena (p. 387). Even if companies are seldom in total control of all relationships with counterparts (Ritter et al, 2004, p. 175), more and more actions oriented at the loyalty of business customers are widely observed.…”

Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty

“…Dyadic nature of relationship is imperative in interpersonal relational exchanges (Berscheid 1994) where corresponding perceptions of both partners in the dyad are taken into account instead of just focusing on one firm's perspective of it's relation with another (Iacobucci and Zerrillo 1996). Holmlund and Strandvik (1999) have presented a method of perceptual configuration maps to study the perceptions of both parties in the interaction approach.…”