Abstract: Exploring the Dark Side of Relationship Marketing, A Systematic Review and Implications

Dorcia E. Bolton, Sreedhar Madhavaram

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

The nature of firm relationships continues to be evolutionary and dynamic. While most of the extant research focuses on the positive side of relationship marketing and the corresponding benefits to the firm, some research highlights the dark side of relationship marketing. The different phases of relationships require activities that are prone to different forms of relationship-destroying behaviors. This research, through a systematic review, (1) explores relationship-destroying behaviors in the context of the acquisition, development, and maintenance of relationships with customers and (2) identifies specific kinds of relationship-destroying behaviors and the corresponding antecedents and consequences. We hope that this systematic review acts as a catalyst for researchers’ attention to the dark side of relationship marketing.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages413
Number of pages1
DOIs
StatePublished - 2017

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Keywords

  • Customer Relationship
  • Customer Relationship Management
  • Positive Side
  • Specific Kind
  • Systematic Review

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