Commercial and Interpersonal Relationships; Using the Structure of Interpersonal Relationships to Understand Individual-to-Individual, Individual-to-Firm, and Firm-to-Firm Relationships in Commerce

International Journal of Research in Marketing, 13 (1996) 53-72

20 Pages Posted: 19 Nov 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Amy Ostrom

Arizona State University (ASU)

Date Written: 1996

Abstract

Marketers have conceptualized relationships in many commercial settings, whether business marketing (i.e., business-to-business), services marketing (i.e., service provider-to-client), or consumer marketing (i.e., business-to-consumer). In this paper, we examine the extent to which marketing researchers might leverage that which is known about interpersonal relationships to understand the structure and characteristics of commercial dyads. We find strong support of a relationship paradigm in considering marketing phenomena in the context of commercial dyads, but different 'levels' of relational dyads are characterized by different relational dimensions.

Keywords: Relationships, Relationship marketing, Dyads, Correspondence analysis

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn and Ostrom, Amy, Commercial and Interpersonal Relationships; Using the Structure of Interpersonal Relationships to Understand Individual-to-Individual, Individual-to-Firm, and Firm-to-Firm Relationships in Commerce (1996). International Journal of Research in Marketing, 13 (1996) 53-72, Available at SSRN: https://ssrn.com/abstract=2692187

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Amy Ostrom

Arizona State University (ASU) ( email )

Farmer Building 440G PO Box 872011
Tempe, AZ 85287
United States

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