Dissolution of a relationship: The salesforce perception

Abstract

Relationship marketing has been defined as a marriage between a seller and a buyer. Unfortunately, as in many marriages, it may end up in divorce. This article aims at identifying the factors for a divorce in a marketing relationship as perceived by the salesforce. Empirical results derived from the commercial (business-to-business) banking arena clearly reveal that the dissolution of a relationship mainly depends on the seller's organization and policies, and not on the competition. Such observations empirically demonstrate the asymmetrical nature of a relationship.