THE RELEVANCE OF MACNEIL'S RELATIONAL NORMS TO UNDERSTAND THE EXIT OF A INTERORGANIZATIONAL RELATIONSHIP

Relationship marketing has been gaining an increasing interest in the marketing community for the past ten years. Some authors define relationship building and management as the core of the marketing process (Grönroos, 1994), others view it as a way to build up effective competitive advantages especially when potential for differentiation is weak, such as in services (e.g., Day, 2000). Although the volume of conceptual and empirical researches on relationship marketing is impressive, few attempts have been made to explain the dissolution of a relationship (Dwyer et al., 1987; Stewart, 1998; Tähtinen, 1999). Unfortunately a marketing relationship cannot be defined as an ever-ending love story! The objective of this paper is to test the relevance of a conceptual framework to understand this dissolution process: the relational norms. It has been originally developed by Macneil to understand legal contracts (Macneil, 1980). According to Macneil, there exists a set of transactional as well as relational norms to understand an economic exchange between two partners. The former include nine contractual norms, the latter encompasses four relational norms, namely role integrity, solidarity, flexibility and supra contractual norms. This set of relational norms has been successfully used to explain the effectiveness of marketing relationships (e.g., Paulin, Perrien & Ferguson, 1997). In this research we intended to test if these relational norms can be applied to explain a dissolution process. Thirteen dyads of account managers and managers of businesses in the mid-market were interviewed. These interviews showed the contingency of Macneil's norms. They also demonstrated the major role played by relational norms both in developing and maintaining and in deteriorating and ending a relationship. Based on this qualitative phase, a questionnaire was developed. Doing so, we empirically test the relevance of relational norms in explaining relationship termination on a sample of 98 small businesses.Macneil; relational norms; relationship dissolution

Les déterminants de la confiance en marketing : Panorama, questions en suspens et pistes de recherche.

confiance; confiance de la distribution; confiance du consommateur;

THE RELEVANCE OF MACNEIL'S RELATIONAL NORMS TO UNDERSTAND THE EXIT OF A INTERORGANIZATIONAL RELATIONSHIP

Relationship marketing has been gaining an increasing interest in the marketing community for the past ten years. Some authors define relationship building and management as the core of the marketing process (Grönroos, 1994), others view it as a way to build up effective competitive advantages especially when potential for differentiation is weak, such as in services (e.g., Day, 2000). Although the volume of conceptual and empirical researches on relationship marketing is impressive, few attempts have been made to explain the dissolution of a relationship (Dwyer et al., 1987; Stewart, 1998; Tähtinen, 1999). Unfortunately a marketing relationship cannot be defined as an ever-ending love story! The objective of this paper is to test the relevance of a conceptual framework to understand this dissolution process: the relational norms. It has been originally developed by Macneil to understand legal contracts (Macneil, 1980). According to Macneil, there exists a set of transactional as well as relational norms to understand an economic exchange between two partners. The former include nine contractual norms, the latter encompasses four relational norms, namely role integrity, solidarity, flexibility and supra contractual norms. This set of relational norms has been successfully used to explain the effectiveness of marketing relationships (e.g., Paulin, Perrien & Ferguson, 1997). In this research we intended to test if these relational norms can be applied to explain a dissolution process. Thirteen dyads of account managers and managers of businesses in the mid-market were interviewed. These interviews showed the contingency of Macneil's norms. They also demonstrated the major role played by relational norms both in developing and maintaining and in deteriorating and ending a relationship. Based on this qualitative phase, a questionnaire was developed. Doing so, we empirically test the relevance of relational norms in explaining relationship termination on a sample of 98 small businesses

LES APPORTS DE LA THEORIE DU CONTRAT SOCIAL A L'EXPLICATION DES RUPTURES DE RELATIONS DE LONG TERME ENTRE ORGANISATIONS : UNE APPLICATION AUX RELATIONS BANQUES/PME

This paper tests the relevance of a conceptual framework to understand interorganizational relationship terminations: Macneil's contractual norms. Thirteen dyads of bank account managers and small and medium businesses managers were interviewed. We also empirically tested the relevance of contractual norms in explaining relationship termination on a sample of 106 small businessesCet article vise à montrer la pertinence du cadre d'analyse des normes contractuelles de Macneil pour expliquer les ruptures de relations de long terme entre organisations. Pour ce faire des entretiens ont été conduits sur 13 dyades chargés d'affaires/représentants de PME. Une analyse quantitative a ensuite été conduite sur 300 PME

Le relationnel bancaire : Diagnostic et évaluation des stratégies mises en place.

Ce papier a pour objectif d'examiner les stratégies organisationnelles implantées par les banques pour réussir leur migration vers une approche relationnelle. la logique transactionnelle délaissée au profit d'une plus relationnelle, requiert plusieurs conditions organisationnelles et technologiques préalables qui ont été analysées auprès de succursales bancairesThis research proposes a discussion of the current challenges met by the banking sector while shifting from a transactional to a relational marketing. Much is known about the organizational and technological requirements of any tansition to a customer oriented strategy,but litle was written about the results and pitfalls of the first leading experiencesTechnologie; Gestion de la relation client; Evaluation; Implantation bancaire; Approche relationnelle; Organisation;

L'efficacité du contenu factuel de la publicité

Thèse de doctorat en économie appliquée - UCL, 198

Determinants of Consumer Trust in a Merchant web site: Proposition of a Preliminary Conceptual Framework

L’objet de cette communication est de proposer un cadre conceptuel préliminaire permettant d’identifier les déterminants de la confiance dans le contexte d’un achat sur Internet. Pour ce faire, une revue synoptique des conceptualisations de la confiance en marketing est d’abord présentée. Un modèle conceptuel préliminaire de la confiance du consommateur lors d’un achat en ligne est ensuite proposé. Ce modèle puise ses fondements notamment dans la littérature en marketing et en commerce électronique. Trois types de déterminants de la confiance ont été identifiés : des facteurs liés au site web, des facteurs liés au marchand et des facteurs liés au consommateur.Through this paper, we propose a preliminary theoretical framework to understand consumer’s trust determinants within the context of purchasing on Internet. First, we present a synoptical literature overview of trust conceptualisation in the marketing literature. Then, we propose a preliminary conceptual framework mainly drawn from marketing and electronic commerce literature. Three types of trust determinants were identified: site linked variables, web merchant linked variables and individual variables.ou

The service quality evaluation process : evolution and implications of research

Research on service quality -- Methodological analysis framework -- Methodological analysis of empirical work -- Methodological weaknesses and difficulties