Explaining the linkage of dark sides of relationship marketing variables: an empirical investigation on selected Indian entrepreneurs

The current paper provides an empirical analysis of relationship marketing variables as well as the identified negative aspects of relationship marketing. The authors argue that if a partner has the opportunity to engage in opportunism, a negative side of the relationship emerges that outweighs the positive impact of the relationship marketing strategy and most favourable factors such as trust, gradually converting into identified dark side variables. A semi-structured questionnaire was circulated among businesspersons. CFA was performed on the usable data and after establishing the measurement model, Data imputation technique was used. Afterwards, moderation analysis was performed using process tool by Professor Hayes. The findings suggest the moderating impact of opportunism between trust, commitment and dark side factors. This implies that when parties tend to behave opportunistic, the favourable factors tend to turn into the dark side factor; thereby weakens the long-term relationship.