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Dissolution of a relationship: The salesforce perception

Authors
Journal
Industrial Marketing Management
0019-8501
Publisher
Elsevier
Publication Date
Volume
24
Issue
4
Identifiers
DOI: 10.1016/0019-8501(95)00015-3
Disciplines
  • Communication

Abstract

Abstract Relationship marketing has been defined as a marriage between a seller and a buyer. Unfortunately, as in many marriages, it may end up in divorce. This article aims at identifying the factors for a divorce in a marketing relationship as perceived by the salesforce. Empirical results derived from the commercial (business-to-business) banking arena clearly reveal that the dissolution of a relationship mainly depends on the seller's organization and policies, and not on the competition. Such observations empirically demonstrate the asymmetrical nature of a relationship.

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