Industrial Seller’s Relational Behavior: Relational Styles and Their Impact on Relationship Quality

Relationship marketing is often presented as a strategic meta-option, but little attention has been paid to the concept’s potential differentiation. In this paper, I argue that such a differentiation is possible and necessary. On the basis of the relational contracting framework I identify ten dimensions of relational behaviour. I then present the results of an empirical study conducted among 297 purchasing manages in two industries in which four typical styles of relational behaviour are identified. Examining the link between relational style and three dimensions of relationship quality (satisfaction, trust and commitment) I show the close interrelationship between both constructs. Finally, I discuss the implications of the study and hint to directions for future research.