The External Contingency and Internal Characteristic of Relationship Marketing

Strategic postures of political marketing: an exploratory operationalization

“…This dimension incorporates an actor's ability to actively forge and manage strong longer-term relationships with other actors beyond episodic interactions. A political relationship marketing approach (Scammell, 1999;Dean and Croft, 2001;O'Shaughnessy, 2001;Bannon, 2003;Henneberg, 2004a) which is based on bilateral trust and commitment (Morgan and Hunt, 1994;Doney and Cannon, 1997;Chien and Moutinho, 2000) and therefore needs to build upon a foundation that allows co-operative and collaborative interactions over time to develop. However, relationship building can only happen if power positions between actors are somewhat balanced, if the 'agenda-setting' functions varies between all relevant partners, and if there is 'listening' as well as 'telling', i.e.…”

Use of the written contract in long-lasting business relationships

“…Contracts can also be beneficial in situations where one 0019-8501/$ -see front matter D 2004 Elsevier Inc. All rights reserved. doi:10.1016/j.indmarman.2003.10.015 party experiences a high degree of uncertainty about the other party's ability to perform according to the agreement (Chetty & Wilson, 2003;Chien & Moutinko, 2000;De Mattos, Sandrser, & Ghauri, 2002;Håkansson & Wootz, 1975;Hallén, Johanson, & Mohamed, 1991).…”

The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan

“…Chien and Moutinho (2004) proposed the URLeP model for evaluating the RM effect that includes the concepts proposed by Berry (1995) and Williams et al (1998). In the URLeP model, four perspectives measure the RM effect: (1) utility, a necessary condition for implementing further mutual-interest relations so that the customer will be willing to maintain long-term and positive relations with the original supplier (Berry and Thompson, 1982;Bitner, 1995); (2) projectability, defined as expected future exchanges (Chien and Moutinho, 2000); (3) legitimacy, which will reduce the risk of future uncertainty (Smith and Barclay, 1997; Chien and Moutinho, 2000); and (4) reciprocity, a continuing exchange relation based on mutual trust (Morgan and Hunt, 1994). Fig.…”