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Journal of Applied Sciences

Year: 2014 | Volume: 14 | Issue: 6 | Page No.: 525-530
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Authors

Bohyeon Kang

Keywords

Research Article

Effect of Communication on Relationship Factors in Marketing

Bohyeon Kang
This study proposes the effect of communication on dyadic relationship using 8 factors; conflict, opportunism, unfairness, goal incongruity, cooperation, trust, satisfaction and relational norms. From a comprehensive literature review, this study provides eight relationship factors which have potential possibility to be consequences of communication. This study extends the knowledge of research on communication and relationship marketing by proposing the effect of communication on dyadic relationship factors. Also, this study repositions communication from a peripheral variable to focal one. In this way, this study provides a new perspective for capturing the role of communication in relationship marketing. This study has some bright research avenues. In terms of relationship variables, there can be additional ones, which are not considered in this study. In this regard, future research should identify more additional variables influenced by communication. There can be an approach to find some mediators or moderators between communication and relationship variables as well. In addition, any integrated framework including communication and relationship variables has a bright avenue. This study provides important and helpful insights to academics and practitioners in marketing and business with understanding and making the best use of strategies related to communication relationship marketing.
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