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The outcome set of relationship marketing in consumer markets

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  • Gruen, Thomas W.

Abstract

The recent proliferation of research in relationship marketing has focused on business-to-business (BTB) relationships but conspicuously neglected consumer relationships. The author examines the differences between BTB and business-to-consumer (BTC) relationships and develops a theoretical model of the consumer's perspective of both psychological and behavioral outcomes of relationship marketing. Incorporating social psychology and organizational behavior theory into the existing relationship marketing research, the psychological outcomes of commitment, satisfaction, and trust in the relationship, and the behavioral outcomes of propensity to terminate relationship, opportunistic behaviors (OBs), citizenship behaviors (CBs), and allocated purchase share are presented. Propositions of the inter-relationships among the outcome constructs are theorized. Two specific implications of the theorized model are discussed, the first integrating the set of psychological outcomes, and the second combining the set of behavioral outcomes.

Suggested Citation

  • Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
    • Handle: RePEc:eee:iburev:v:4:y:1995:i:4:p:447-469
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    References listed on IDEAS

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    1. Schurr, Paul H & Ozanne, Julie L, 1985. "Influence on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 939-953, March.
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