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Buyer–Seller relationships: Similarity, relationship management, and quality
Author(s) -
Smith J. Brock
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199801)15:1<3::aid-mar2>3.0.co;2-i
Subject(s) - similarity (geometry) , psychology , quality (philosophy) , marketing , social psychology , business , computer science , artificial intelligence , epistemology , philosophy , image (mathematics)
Trends of increased diversity in domestic markets and globalization require marketers to interact with dissimilar others. This study draws on similarity‐attraction theory and examines the effects of similarity on relationship management behaviors and relationship quality. Similarity in buyer–seller work attitudes, sex, life stage, and personality are found to have differential effects in facilitating open communication, relationship investment, and relationalism. The effects of similarity on relationship quality are found to be primarily indirect, through facets of relationship management. Management implications are discussed. © 1998 John Wiley & Sons, Inc.