Cited by 9,139Customer Service Quality and LoyaltyQuality and Supply ManagementMarketing and Advertising Strategies

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Developing Buyer-Seller Relationships

Dwyer, F. Robert, Schurr, Paul H., Oh, Sejo·1987·Journal of Marketing

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Abstract

Marketing theory and practice have focused persistently on exchange between buyers and sellers. Unfortunately, most of the research and too many of the marketing strategies treat buyer-seller exchanges as discrete events, not as ongoing relationships. The authors describe a framework for developing buyer-seller relationships that affords a vantage point for formulating marketing strategy and for stimulating new research directions.

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Crossref · 10.1177/002224298705100202

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Authors: Dwyer, F. R., Schurr, P. H., & Oh, S.
Affiliations: Associate Professor of Marketing
State University of New York (US)
University of Cincinnati (US)
Venue: Journal of Marketing
Publisher: SAGE Publications
Published: 1987-04
Volume: 51
Issue: 2
Pages: 11-27
ISSN: 0022-2429 (ISSN-L)
1547-7185
DOI: 10.1177/002224298705100202
OpenAlex: W1991670833
Cited by: 9,139
References: 74
Citations by year: 2026: 82 · 2025: 115 · 2024: 137 · 2023: 192 · 2022: 210 · 2021: 252 · 2020: 244 · 2019: 257 · 2018: 307 · 2017: 352 · 2016: 360 · 2015: 467 · 2014: 485 · 2013: 478 · 2012: 511
FWCI: 31.53
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Management Information Systems › Quality and Supply Management
Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords: buyer-seller relationships, relationship marketing, exchange relationships, marketing strategy

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Developing Buyer-Seller Relationships

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