Uncovering the dark sides of long-term marketing relationship

The philosophy of relationship marketing has grown in popularity, partially from the belief that relationship approaches have been emphasized to reap benefits to marketers. However, many studies have shown that not all relational initiatives produce the anticipated results. This research aims at explaining this phenomenon with an investigation that a relationship with a customer may have negative effects after a period of time and certain dark side constructs may take the significant roles in an established relationship. This research extends the study of Grayson and Ambler (1999) and integrates with other studies to examine the long-term relationships between a client and an agent in the insurance industry in Hong Kong. That is, the research problem for this research: How do the dark sides of an established relationship affect the long-term relationship outcomes?; Many research studies of relationship marketing have focused on the examination of the ways to develop long-term relationship and the positive outcomes of long-term relationship. Indeed, in order to be successful in implementing relationship programs, different strategies are required to formulate in accordance with various stages of relationship development. In this study, the key focus is that the nature of relationship may change after the establishment stage. Therefore, service providers should pay attention on the impacts of dark side constructs that may affect the long-term relationship outcomes.; Most of the findings in the study have implications for both theory and practice. Academically, this research has extended the extant literatures to the investigations of relationship constructs in relationship marketing, to the examinations of consumer professional services with the dark side constructs and to the study of customer relationship management. To the side of practitioners, this study turns the focuses of service providers to changes in organizational goals, customer-managed relationships strategies, training of trust-building strategies and examination of negative relationship development, performance measurement, service design and support systems. Amongst different stages in relationship development, keeping customers in the establishment stage is a challengeable task to service providers.