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Journal of Service Research
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Transactions vs. Relationships: What Should the Company Emphasize?

Gila E. Fruchter

Bar-Ilan University

Simon P. Sigué

Athabasca University

The relevance of transactional and relational marketing variables in relational exchanges is now well established in the marketing literature. However, the knowledge about their relative effectiveness and their optimal mix over time remains very sparse. An analytical model is proposed to help determine optimal decision rules for transactional and relational marketing efforts. Some of the main results are as follows: (a) If the seller benefits from the interaction between the transactional marketing effort and buyer’s commitment, then the seller’s optimal decision rules change over time and depend on the level of the partners’commitment. (b) Otherwise, the seller’s optimal decision rules for the two types of marketing are constant over time. (c) The seller should allocate more resources to relational marketing at the beginning of a relational exchange and, later on, should allocate more resources to transactional marketing.

Key Words: relational exchange • commitment • trust • opportunism • optimal control • relational marketing effort • transactional marketing effort

Journal of Service Research, Vol. 8, No. 1, 18-36 (2005)
DOI: 10.1177/1094670505276629
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