Transactions vs. Relationships: What Should the Company Emphasize?
研究了交易型营销和关系型营销在关系交换中的相对有效性及最优组合，提出了一个分析模型来确定随时间变化的营销资源分配规则。
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.