Among the antecedents that explain the unique features and the evolution of buyer-seller relations, researchers have investigated the “relational orientation” – or “relationship proneness” – of customers, defined as a conscious tendency to engage in stable exchanges (De Wulf, Odekerken-Schroeder and Iacobucci 2001; Odekerken-Schroder, De Wulf and Schumacher 2003). Occasionally, research has taken a much broader orientation, by applying a multi-dimensional approach and by taking into account not only the “long term” orientation of customers, but also their interest in establishing a personal contact with the supplier and in getting special and personalized treatment (De Wulf and Oderkerken- Schroeder 2000). But research has failed to make real progress in this direction, although those aspects of relationships have been featured in the analysis, as “motives” or “relational benefits” (Bitner, Gwinner and Gremler 1998) . We suggest that relationships are multidimensional and that “relationship proneness” need not focus only on repeated transactions, a behavioral measure after all, but has to take into account also the many facets of relations. To fully appreciate the multi-faceted nature and role of “relationship proneness”, we have studied its components, building upon literature in socio-psychology (Fiske, 2000; Robins, Caspi, and Moffitt 2000). In addition. we have analyzed some of its antecedents, and in particular stable personality traits, that have been shown to have an influence on relationships, and that are related to the Big Five (Aaker, Fournier and Brasel 2004). But we are also considering some among its many “consequences”, by taking into account behavioral intentions or relationship outcomes (De Wulf, Odekerken-Schroeder and Iacobucci 2001; Odekerken-Schroder, De Wulf and Schumacher 2003). In the paper, we show, first of all, that “relationship proneness” is a multi-dimensional construct and we study its dimensions; then, we analyze the structure of links of those dimensions to their antecedents and consequences; finally, we show how the construct and the structure of relations change across product/ service categories.

Relationship proneness: The concept, its dimensions and indicators / Marcati, Alberto; C., Barbaranelli; M., Vecchione. - 34:(2007), pp. 329-330.

Relationship proneness: The concept, its dimensions and indicators

MARCATI, ALBERTO;
2007

Abstract

Among the antecedents that explain the unique features and the evolution of buyer-seller relations, researchers have investigated the “relational orientation” – or “relationship proneness” – of customers, defined as a conscious tendency to engage in stable exchanges (De Wulf, Odekerken-Schroeder and Iacobucci 2001; Odekerken-Schroder, De Wulf and Schumacher 2003). Occasionally, research has taken a much broader orientation, by applying a multi-dimensional approach and by taking into account not only the “long term” orientation of customers, but also their interest in establishing a personal contact with the supplier and in getting special and personalized treatment (De Wulf and Oderkerken- Schroeder 2000). But research has failed to make real progress in this direction, although those aspects of relationships have been featured in the analysis, as “motives” or “relational benefits” (Bitner, Gwinner and Gremler 1998) . We suggest that relationships are multidimensional and that “relationship proneness” need not focus only on repeated transactions, a behavioral measure after all, but has to take into account also the many facets of relations. To fully appreciate the multi-faceted nature and role of “relationship proneness”, we have studied its components, building upon literature in socio-psychology (Fiske, 2000; Robins, Caspi, and Moffitt 2000). In addition. we have analyzed some of its antecedents, and in particular stable personality traits, that have been shown to have an influence on relationships, and that are related to the Big Five (Aaker, Fournier and Brasel 2004). But we are also considering some among its many “consequences”, by taking into account behavioral intentions or relationship outcomes (De Wulf, Odekerken-Schroeder and Iacobucci 2001; Odekerken-Schroder, De Wulf and Schumacher 2003). In the paper, we show, first of all, that “relationship proneness” is a multi-dimensional construct and we study its dimensions; then, we analyze the structure of links of those dimensions to their antecedents and consequences; finally, we show how the construct and the structure of relations change across product/ service categories.
9780915552597
Relationship proneness: The concept, its dimensions and indicators / Marcati, Alberto; C., Barbaranelli; M., Vecchione. - 34:(2007), pp. 329-330.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11385/3816
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