The future of relational research in international marketing: constructs and conduits

Tim Ambler · Chris W. Styles

100 citations0/0 files storedInternational Marketing Review

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Quality and Supply Management

Abstract

Reviews relational research in marketing and makes suggestions for its application internationally. Issues relating to nature and role of relationships are highlighted. Specifically, suggests looking more widely, and to other cultures, for relational constructs. We illustrate this by considering the parallel Chinese literature on guanxi. Also argues that relationships should be seen merely as conduits; necessary but not sufficient for improved performance. Information and “animal spirits” are the two key factors that flow through these conduits. Finally, suggestions are made for applying relationship marketing internationally, relating to dynamics, dyads, contextual moderators, model completeness and culture.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1995The Knowledge-Creating Company 1987The Economic Institutions of Capitalism 1936The General Theory of Employment, Interest and Money.1976Markets and Hierarchies: Analysis and Antitrust Implications.1977The Internationalization Process of the Firm—A Model of Knowledge Development and Increasing Foreign Market Commitments 1979Transaction-Cost Economics: The Governance of Contractual Relations 1997An Examination of the Nature of Trust in Buyer-Seller Relationships

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