Relationship investment: buyer and seller

Schermata 03-2456356 alle 21.00.48

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)


About Cosimo Accoto

Research Affiliate at MIT (Boston). Formerly, Partner and VP Innovation at OpenKnowledge | Books author and coauthor (recently published "Social Mobile Marketing", Egea 2014, 2e) | Digital theorist and international researcher | Analytics industry speaker | @cosimoaccoto | | |

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