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Title: Interpersonal Relationship Marketing Model: Relationship Acquaintances, Building and Maintenance in Buyer-Seller Dyads
Authors: Ahmad, Muhammad
Keywords: Bussiness & Management
Business Administration
Issue Date: 2020
Publisher: University of Gujrat, Gujrat.
Abstract: Strong customer relationships are vital for a company’s strategy and performance. Managing customer relationships is critical to address complex customers’ needs and maintainsthe competitive advantage. In marketing literature, relationship marketing has received considerable attention from marketing researchers; however, interpersonal relationship marketing is evolving out of the relationship marketing realm as contemporary thought. Successful implementation of interpersonal relationship marketing provides fruitful insights to retain customers. Although, concepts of interpersonal relationship marketing are not new but the importance of this concept is surfacing in present era. The concept of interpersonal relationship marketing is equally applicable to business to business (B2B), business to customers (B2C), and individual to individual. This research extends and investigates the interpersonal relationship marketing model with theoretical underpinnings of theory of interpersonal attraction. The interpersonal relationship marketing model is based on seller focal antecedents (SFA), customer focal antecedents (CFA), emotive plane, relationship maintenance, and potential relational moderators. The seller focal antecedents are relationship investments, seller expertise, customer orientation, and service quality. The customer focal antecedents are relationship benefits, seller dependence, trustworthiness of the seller, and seller reputation. Furthermore, emotive plane is based on gratitude, trust and intimacy. Additionally, relationship maintenance is constituted of commitment, reciprocity, and repurchase intentions. Finally, potential moderators are gender, age, relationship duration, and similarity in the proposed conceptual model of interpersonal relationship marketing. Theoretically, interpersonal relationship model is constituented of seller efforts (seller focal antecedents) and customer’s perception (customer focal antecedents). Both are the fundamental source relationship acquaintances. Acquaintances generate affect (feelings and emotion) of customers (named as relationship building), consequence of relationship acquaintances, and relationship building acknowledges behavioral outcomes (named as relationship maintenance). The objective is to investigate argument that seller focal and customer focal antecedents evoke customer’s emotions that birth’s emotional debt, and it is paid back in form of seller’s desired customer behavior (business to customer sustainanble relationship). Survey based methodology is adapted for data collection. The data is collected from four sectors, i.e. Apparel, Financial, Food, and Telecommunication. The data is dyadic in nature. The sample size is six hundred and forty (640) respondents. In total sample, two hundred respondents (200) represent the sellers’ side, and four hundred and forty (440) respondents represent the customers’ side. The data is collected collectivist context of Pakistani market. This collectivist culture sample provides additional support to test interpersonal relationship marketing model, as the interpersonal relationship is more evident (Page 2 of 205) in collectivist culture.For analysis purpose variance based structural equation modeling (Partial Least Squares Structural Equation Modeling) is applied. The prediction strength of Partial Least Squares Structural Equation Modeling provides substantial support to choose this analysis technique. The analysis is carried with SmartPLS software. Results provide support for conceptual model developed in this research. Empirical investigation suggests that seller focal antecednts and customer focal antecedents evoke customer emotive plane that leads to relationship maintenance. The results show that emotive plane mediates between relationship acquaintances and relationship maintenance in the buyer-seller interpersonal relationship. Moreover, relational moderators are found insignificant; however, direct impacts of gender and similarity are found significant on customer emotive plane. Finally, this research makes the contribution to theory and practice of interpersonal relationship marketing. Theoretically, this research provides an ample extension to interpersonal relationship marketing model proposed by Palmatier. Furthermore, this research makes addition to the scant body of literature of emotions based interpersonal relationship marketing and helps to overcome conceptual ambiguities in relationship marketing theory regarding exchange of resources and emotions are key factors that facilitate the desired customer behavior. Additionally, the methodological strength (dyadic data from multiple sectors) of this study makes a contribution to survey methodology used for interpersonal relationship marketing. From the practical perspective, this study helps to understand customer needs for relationship and customer relationship experience that help sellers and policy makers to use relationship marketing and device relationship oriented strategies. Key Words: Interpersonal Relationship Marketing, Interpersonal Attraction, Seller focal antecedents, Customer focal antecedents, emotive plane, relationship outcomes, Dyad
Gov't Doc #: 21104
Appears in Collections:PhD Thesis of All Public / Private Sector Universities / DAIs.

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