Image from Egan, “Relationship Marketing” (p.53, source: adapted from Dwyer et al., 1987, p. 14)
Dwyer et al. (1987, p. 14) suggest that the type of relationship that develops between a supplier and a customer is determined by the different amounts of motivational investment that buyers and sellers are prepared to commit to the relationship. They hypothesise that there are four types of active relationships in addition to ‘no exchange’ (Egan, p. 53)
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