Paper info: Evaluating Relationships in Business Markets: An Episode Level Operationalization
Evaluating Relationships in Business Markets: An Episode Level Operationalization
Randhir Mishra and Sudhi Seshadri
Place of Publication
The paper was published at the 16th IMP-conference in Bath, U.K in 2000.
Relationships have been traditionally looked at and managed as per the overview towards it.Though relationships have been established as a key aspect of the business marketconfiguration, the process of relationship evaluation and management remains fairlyunderdeveloped. We try to address the issue of relationship evaluation by offering a dynamicrelationship evaluation framework, which takes into account the interaction level informationwithin the relationship. The interaction level data is aggregated to meaningful episodes,which is then evaluated as a satisfaction model.In this paper, a conceptual dynamic relationship framework is presented and an episodeevaluation model is operationalized and tested using primary data. The results of the test dataat the episode is put to confirmatory factor analysis and the empirical results are discussed.Finally, the implications and scope for further developments are discussed.