The concept of relationship characterizes a mainstream school of modern management
thoughts. In the customer market, it transcends core business activities of mere selling and …

Social exchange theory (SET) has been used extensively by marketing scholars to explain
business-to-business relational exchange. Despite its popularity as a theoretical explanatory …

Purpose Reciprocity has traditionally been overlooked in social exchange models of inter-
firm relationships. Therefore, this research integrates reciprocity and its antecedents into a …

Purpose: The extant literature on business-to-business relationship has shown that trust,
relationship duration, and social bond are the key drivers of relationship satisfaction …

Purpose This study aims to explore the role customer satisfaction play in mediating the
nexus between commitment, trust, relative dependence and customer loyalty from an …

Purpose–The primary purpose of the present paper is to critically evaluate the extant
literature on relational exchange, a fundamental driver of buyer‐seller relationship …

Customer entertainment is any activity considered to provide entertainment, amusement, or
recreation. Business-to-business firms, as part of their sales strategy, have entertained …

Marketing relationships can be placed on a continuum from short, discrete transactions to
ongoing brand relationships. The majority of recent work has focused on relational …

While the relationship marketing literature acknowledges the importance of switching costs
for increasing customer retention, little is known about its relevance in industrial markets. In …

Purpose–This paper aims to, building on the concept of relational benefits, relationship
marketing investments, gratitude, satisfaction and favorable reciprocal behaviors, examine …