- Elgar original reference
Edited by Robert M. Morgan, Janet Turner Parish and George Deitz
Chapter 13: Anti-relationship marketing: understanding relationship-destroying behaviors
Prior research in marketing highlights the important role that relationship-marketing (RM) plays in building long-term,-successful customer-relationships. Relationship marketing generates positive word of mouth-and enhances the customer’s value to the firm by increasing the length,-breadth, and depth of the buying relationship (Bolton et al. 2003; Verhoef-2003; Palmatier 2008). Furthermore, RM enhances both customer trust-and commitment, leading to superior seller performance (Moorman et-al. 1992; Morgan and Hunt 1994; Sirdeshmukh et al. 2002). Given these-benefits, it is not surprising that most RM research emphasizes positive,-long-term,-and mutually beneficial relationships that enhance value.-Yet relationship research outside of marketing increasingly suggests-that negative behaviors may affect close relationships more than do positive-behaviors (Baumeister et al. 2001). For example, research into impression-formation repeatedly has confirmed a positive–negative asymmetry-effect (e.g. N.H. Anderson 1965; Skowronski and Carlston 1989), which-suggests that negative information receives more processing attention and-contributes more strongly to lasting impressions than does positive information. Research into successful marriages also finds that the absence of-negative behaviors more strongly relates to relationship quality than does-the presence of positive behaviors (Gottman 1979, 1994). Palmatier et al.’s-(2006) meta-analysis-from the marketing tradition supports this proposition;-of all the antecedents studied, conflict has the largest absolute impact-on relationship trust and commitment. The negative effects of conflict-tend to overshadow the positive benefits associated with all other RM-efforts.
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.