Handbook of Research on Distribution Channels
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Handbook of Research on Distribution Channels

Edited by Charles A. Ingene, James R. Brown and Rajiv P. Dant

Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.
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Chapter 21: An empirical examination of the dark side of relationship marketing within a business-to-business context

Brent L. Baker, Rajiv P. Dant and Scott K. Weaven

Abstract

There is a preponderance of research documenting the benefits associated with adopting a relationship marketing (RM) strategy. However, there is a nascent stream of literature which suggests the adoption of an RM strategy may actually diminish organizational performance. In this chapter, the authors introduce and operationalize a set of dark side constructs. The goal is to examine the influence that relational constructs such as trust, commitment, and satisfaction have on the emergence of this dark side. The influence the dark side has on performance is also tested. The results of the study (N = 309) support the premise of positive relationships between relational constructs and the dark side. Although time was thought to moderate these relationships only the main effects between the relational constructs and the dark side were significant. Performance is found to be negatively influenced by the dark side. The authors discuss the theoretical and managerial implications of these findings.

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