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Duration and relational choices: Time based effects of customer performance and environmental uncertainty on relational choice |
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| Authors: | Robert C Fink [Author Vitae] William L James [Author Vitae] Kenneth J Hatten [Author Vitae] |
| Institution: | a Department of Business Administration, Worcester State College, 486 Chandler Street, Worcester, MA 01886, United States b Zarb School of Business, Hofstra University, Hempstead, NY 11549, United States c School of Management, Boston University, 595 Commonwealth Avenue, Boston, MA 02215, United States |
| Abstract: | This paper investigates the influences of customer performance and environmental uncertainty on the customer's choice of relational exchange strategies over the duration of their relationship. Relational exchanges of short, intermediate, and long term duration are investigated with the results showing different performance outcomes and environmental factors impacting relational choice at different times in the relationship. The results help explain conflicts reported in prior relational exchange research and provide valuable insights for practitioners responsible for managing relational exchanges. |
| Keywords: | Relational marketing Customer-supplier relationships Relational norms Governance Relational exchange choice |
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