Developing buyer-seller relationships
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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Most services can be classified along a relational-transactional continuum.
“Most services can be classified along a relational-transactional continuum (Dwyer, Schurr, and Oh 1987;Macneil 1980).”
From Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services (2008) · cites this paper as Dwyer, Schurr, and Oh 1987
Relational services focus on the exchange process and require higher interdependence.
“Second, relational services focus on the exchange process and thus require higher levels of interdependence (Dwyer, Schurr, and Oh 1987;Macneil 1980).”
From Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer–Firm Affection and Customer–Staff Relationships in Services (2008) · cites this paper as Dwyer, Schurr, and Oh 1987
Trust has a positive indirect relationship with satisfaction in offline settings.
“Dwyer et al. (1987) found a positive indirect relationship between trust and satisfaction in o ine settings [94].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [94]
Trust has a positive indirect relationship with satisfaction in offline settings.
“Dwyer et al. (1987) found a positive indirect relationship between trust and satisfaction in o ine settings [94].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as Dwyer et al. (1987)
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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
- 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
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › 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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