| Abstract: | Abstract Relationship marketing (RM) is often presented as a strategic meta-option, but little attention has been paid to the concept's potential differentiation. In this paper, the author argues that such a differentiation is possible and necessary. On the basis of Macneil's relational contracting framework the author identifies ten dimensions of relational behavior. The author then presents the results of an empirical study conducted among 297 purchasing manages in two industries in which four typical styles of relational behavior are identified. Examining the link between relational style and three dimensions of relationship quality (satisfaction, trust and commitment) the author shows the close interrelationship between these constructs. Finally, the author discusses the implications of the study and hints to directions for future research. |
