DISSOLUTION OF A RELATIONSHIP - THE SALESFORCE PERCEPTION

Relationship marketing has been defined as a marriage between a seller and a buyer, Unfortunately, as in many marriages, it may end up in di vorce. This article aims at identifying the factors for a divorce in a marketing relationship as perceived by the salesforce. Empirical resu lts derived from the commercial (business-to-business) banking arena c learly reveal that the dissolution of a relationship mainly depends on the seller's organization and policies, and not on the competition. S uch observations empirically demonstrate the asymmetrical nature of a relationship.