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The deterioration of a business relationship- Typological approach of the customers’ reaction

Author

Listed:
  • David Vidal

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, CR2M - CR2M Centre de recherche sur le management et les marchés - UM2 - Université Montpellier 2 - Sciences et Techniques)

  • Hervé Fenneteau

    (MRM - Montpellier Research in Management - UM1 - Université Montpellier 1 - UPVM - Université Paul-Valéry - Montpellier 3 - UM2 - Université Montpellier 2 - Sciences et Techniques - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School, CR2M - CR2M Centre de recherche sur le management et les marchés - UM2 - Université Montpellier 2 - Sciences et Techniques)

  • Gilles Paché

    (CRET-LOG - Centre de Recherche sur le Transport et la Logistique - AMU - Aix Marseille Université)

Abstract

Inter-organisational relationships are sometimes subject to degradation. When incidents arise, and relationship attractiveness decreases, its evolution becomes uncertain. Adopting the supplier perspective, and starting from the idea that the outcome of the degradation process is mainly determined by customers' reactions, this paper aims to develop a framework helping managers to understand those reactions. We propose that customers' reactions vary as a function of the nature of the business relationship and the customer commitment when degradation begins. Based on a qualitative case study, a typology of business relationships is presented and it explains the specific reaction that each type of customer is likely to adopt.

Suggested Citation

  • David Vidal & Hervé Fenneteau & Gilles Paché, 2014. "The deterioration of a business relationship- Typological approach of the customers’ reaction," Post-Print hal-02089149, HAL.
    • Handle: RePEc:hal:journl:hal-02089149
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