دانلود رایگان مقاله لاتین روابط مشتری شرکت از سایت الزویر
عنوان فارسی مقاله:
هنجارهای ارتباطی در روابط مشتری و شرکت: اثرات خالص و پیکربندی
عنوان انگلیسی مقاله:
Relational norms in customer–company relationships: Net and configurational effects
سال انتشار : 2016
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2. Research framework
Fig. 1 depicts the research framework of this study and illustrates antecedents as well as consequences of the focal concept of relational norms. The antecedents include relationship-quantity factors and relationship-quality factors and the consequences encompass three forms of customer reactions likely to occur after experiences of a relational transgression. 2.1. Relational norms in commercial exchange relationships According to Macneil (1978, 1980), norms are the dominant, nonformal governance mechanism in social exchange. Norms serve as reference points for the evaluation of the behavior that an actor demonstrates in a given situation (Scanzoni, 1979). Prior work shows that three norms have particular relevance in relational exchanges: solidarity, reciprocity, and flexibility (e.g. Heide & John, 1992; Kaufmann & Stern, 1988). Solidarity manifests itself in the form of shared identity and holds exchanges together (Macneil, 1980). Solidarity promotes a bilateral approach to problem solving and is based on relationship commitment and a willingness to seek a balance between costs and gains of a relationship in a longer-term perspective (Macneil, 1980). As such, solidarity is especially relevant in situations in which an exchange partner faces a predicament. The focus of the norm of solidarity is on the preservation of a relationship in which exchanges take place (Kaufmann & Stern, 1988). Reciprocity is a norm of distributive justice and represents one of the key mechanisms in relational exchanges (Anderson, 1994). A freely entered exchange will only occur when both exchange partners expect an improvement in their pre-exchange position and each partner assumes it will get continuous, undifferentiated returns from the ongoing interactions with exchange partners (Blois & Ivens, 2007; Kaufmann & Dant, 1992). Such an understanding prevents the parties from maximizing their individual returns at the expense of the other partner (Cowles, 1996), which is the focus of the norm of reciprocity. Flexibility refers to an exchange partner's expectation regarding the other actor's willingness to adapt an existing implicit or explicit agreement to new environmental conditions (Noordewier et al., 1990). The norm of flexibility considers the notion that environmental conditions can change over time and that adaptations of initial agreements can become necessary. The probability that at least one party will require adaptations to new circumstances increases with the length of the time horizon in a relationship (Ganesan, 1994). Adaptations thus should be envisioned and permitted within the existing relational exchange (Kaufmann & Stern, 1988), which is the focus of the norm of flexibility. Although reciprocity, flexibility, and solidarity are discrete, distinguishable norms, empirical studies conceptualize them as dimensions of higher-order constructs (e.g. Heide & John, 1992; Stephen & Coote, 2007). This approach finds support in previous work which points to the interconneted structure of discrete norms (Macneil, 1980). Discrete norms tend to support one another and constitute a syndrome of functionally related elements (Noordewier et al., 1990). Following this rationale, this research specifies relational norms has a higher-order concept consisting of reciprocity, flexibility, and solidarity.
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کلمات کلیدی:
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