Commercial and interpersonal relationships; Using the structure of interpersonal relationships to understand individual-to-individual, individual-to-firm, and firm-to-firm relationships in commerce

Dawn Iacobucci, Amy Ostrom

Research output: Contribution to journalArticle

169 Scopus citations

Abstract

Marketers have conceptualized relationships in many commercial settings, whether business marketing (i.e., business-to-business), services marketing (i.e., service provider-to-client), or consumer marketing (i.e., business-to-consumer). In this paper, we examine the extent to which marketing researchers might leverage that which is known about interpersonal relationships to understand the structure and characteristics of commercial dyads. We find strong support of a relationship paradigm in considering marketing phenomena in the context of commercial dyads, but different 'levels' of relational dyads are characterized by different relational dimensions.

Original languageEnglish (US)
Pages (from-to)53-72
Number of pages20
JournalInternational Journal of Research in Marketing
Volume13
Issue number1
DOIs
StatePublished - Feb 1996
Externally publishedYes

Keywords

  • Correspondence analysis
  • Dyads
  • Relationship marketing
  • Relationships

ASJC Scopus subject areas

  • Marketing

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