The relationship life cycle has been central to relationship development literature and has largely assumed that relationship development is an evolutionary linear process. There has generally been limited discussion of the fact that over a relationship’s lifespan it may in fact strengthen, weaken, and even become inactive, which is not the same as relationship failure. The paper proposes a dynamic model of relationship development that includes relationship inactivity as a significant phase.
History
Event
Academy of Marketing Science. Conference (2005 : Tampa, Fla.)
Pagination
1 - 6
Publisher
Academy Of Marketing Science
Location
Tampa, Fla.
Place of publication
Coral Gables, Fla.
Start date
2005-05-25
End date
2005-05-28
ISSN
0149-7421
ISBN-13
9780939783274
ISBN-10
0939783274
Language
eng
Publication classification
E1.1 Full written paper - refereed; E Conference publication
Copyright notice
2005, Academy of Marketing Science
Editor/Contributor(s)
H Spotts
Title of proceedings
AMS 2005 : Academy of Marketing Science 2005 annual conference : marketing, technology and customer commitment in the new economy