This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising...

This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising...

L’atteinte d’un avantage compétitif dans les services bancaires passe par l’amélioration de la qualité de la relation. Or, la majorité des modèles relationnels pêchent par leur caractère statique qui ne prédit pas l’impact potentiel de l’évolution d’un paramètre dans la...

Reaching a competitive advantage in banking industry requires the establishment of relationship quality. Nevertheless, the majority of business relationships models are static and do not predict the potential impact of one parameter’s evolution in a given relationship. At the same time,...