Handbook on Research in Relationship Marketing
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Handbook on Research in Relationship Marketing

Edited by Robert M. Morgan, Janet Turner Parish and George Deitz

The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, global services, technology and a variety of other contexts of practice. Academics, students, and marketing professionals will all benefit from the insights provided. The Handbook begins with reviews of the developments in relationship marketing over the last two decades by noted relationship marketing scholars including Jagdish Sheth, Atul Parvatiyar, Evert Gummesson and Robert Morgan. It continues with detailed discussions of special topics that will be valuable to anyone interested in relationship marketing.
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Chapter 13: Anti-relationship marketing: understanding relationship-destroying behaviors

Stephen A. Samaha and Robert W. Palmatier


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.

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