Relationship Marketing and Consumers: A Social Dilemmas Approach

In this article a Social Dilemmas approach is taken toward relationship marketing, and consumer and seller behavior. This approach offers several advantages. It explicitly takes into account the dilemma that results from the differences in interests between consumers and sellers, as well as their interdependency and tendency toward opportunistic behavior. It focuses simultaneously on the two parties in dynamic interaction. It therefore provides a more generic and encompassing perspective than the common consumer behavior perspective, or the one-sided emphasis in marketing on seller activities. In contrast to a non-marketing (or selling) orientation of sellers, both transaction and relationship marketing seek a cooperative win-win solution to the consumer-seller dilemma. This requiresboth parties to compromise and cooperate and refrain from non-cooperation. Cooperative and non-cooperative consumer and seller behaviors are described. In addition, the SD-approach suggests some factors that influence interactions, transactions and relationships between consumers and sellers and may stimulate cooperation in real-life commercial dilemma situations. Some implications for marketing and consumer behavior theory and research, and marketing practice are discussed.