Buyer‐seller relationship development episodes: theories and methods

TLDR

The background highlights the enduring yet frequently modified critical incident technique of Flanagan as a key method in studying business relationships. The purpose is to conceptually frame and expand the study of critical and non‑critical interaction episodes that strengthen or weaken business relationship development. The mechanism involves a selective review and critical assessment of episode relationship theory, the qualitative/quantitative debate, and the critical incident technique literature. Findings show that research must move beyond dissolution studies to examine how interaction episodes alter relationships, that qualitative methods need greater focus, and that the critical incident technique requires further adaptation to business marketing, providing a dynamic episode‑level framework linked to macro relationship models.

Abstract

Purpose For the benefit of those who want to address gaps in our understanding of business relationships, this paper seeks to conceptually frame investigation into critical interaction episodes that fundamentally strengthen or fatally weaken relationship development. It also considers the importance of non‐critical episodes in business relationships. Particular attention is paid to the enduring yet frequently modified critical incident technique associated with Flanagan. Design/methodology/approach Episode relationship theory, the qualitative/quantitative debate, and the critical incident technique (CIT) literature are selectively reviewed and critically assessed. Findings First, because business relationships tend to persist, episode research must advance beyond relationship dissolution studies and progress into investigations of how different types of interactions change relationships. New types of episodes need to be studied, such as the generative, degenerative, and neutral episodes discussed here. Also, functionally distinct characteristic and non‐critical episodes are conceptualized. Second, the methods review suggests that useful qualitative methods deserve more attention. Third, though CIT research is prevalent in the marketing literature, it is at present incompletely adapted to business marketing research and needs development along the lines suggested in this article. Originality/value The interaction perspective on business relationships is given a dynamic framework at the interaction episode level while keeping the connection to the more macro relationship development models that conceptualize relationship states and processes.