Marketing Relationship Management: Antecedents to Survival and Dissolution

Abstract

ABSTRACT Though investing in relationships in order to continue them seems intuitive, is every relationship worth further investment? For those partnerships in unstable conditions, it is important to know which ones are headed for dissolution and which ones have the potential to survive. In addition to assessing the economic value of continuing a partnership, this paper argues that the behavioral quality of a relationship should also be considered if relationship management is to be successful. A Partnership Survival Framework (PSF) is offered, wherein conflict response behaviors are shown to be predictive of not only survival but also the quality of a relationship. Here, the PSF is proposed and tested. Support is found for the framework and theoretical and managerial implications are discussed.