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Cited by 595

The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.

The Dark Side of Long-Term Relationships in Marketing Services

Grayson, Kent, Ambler, Tim·1999·Journal of Marketing Research
DOI 10.1177/002224379903600111
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Abstract

In their study of marketing services relationships, Moorman, Zaltman, and Deshpandé (1992) are unable to support a hypothesized link between relational factors (such as clients’ trust in their service providers) and clients’ use of marketing services. This finding runs counter to relationship marketing theory. To explain their result, Moorman, Zaltman, and Deshpandé (1992) suggest that, as a relationship becomes more long-term, it becomes prone to negative influences that dampen the positive impact of relational factors. This study replicates and extends Moorman, Zaltman, and Deshpandé's (1992) work by examining relationships between advertising agencies and their clients. The results replicate findings on seven of ten hypotheses proposed in the original article. The authors also extend the original study by supporting the general hypothesis that long-term relationships have a negative impact on service use, which dampens the impact of trust. The results shed light on the mediating role that certain “dark side” constructs play in marketing services relationships.

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Metadata

Authors
Grayson, K., & Ambler, T.
Venue
Journal of Marketing Research
Publisher
SAGE Publications
Published
1999-02
Volume
36
Issue
1
Pages
132-141
ISSN
  • 0022-2437 (ISSN-L)
  • 1547-7193
DOI
10.1177/002224379903600111
OpenAlex
W2013053449
Cited by
595
References
6
FWCI
31.26
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.