Integrating transactional and relational exchange into the study of Exchange Orientation in customer relationships

Abstract

The purpose of this paper is to propose a new conceptual and operational tool, exchange orientation (EO), which favours a better understanding of the coexistence of transactional and relational exchanges in contemporary marketing. First, the literature was reviewed across business management fields to identify the constructs that play a central role in interfirm exchange. The concept of EO was then developed and characterised according to levels of trust, cooperation, commitment, communication, time orientation, interdependence, proximity, coordination, regulation, and structure of exchange. A multiple case study was finally used to empirically investigate EO in 58 customers relationships from the perspective of three wood products manufacturers. This study of EO is a first step in eliciting "hybrid" marketing practices within the same business context. It also points to the need for the strategic management of customer relationships based on the actual and desired value and orientation of exchange.

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