Abstract: Exploring the Dark Side of Relationship Marketing, A Systematic Review and Implications

Abstract

The nature of firm relationships continues to be evolutionary and dynamic. While most of the extant research focuses on the positive side of relationship marketing and the corresponding benefits to the firm, some research highlights the dark side of relationship marketing. The different phases of relationships require activities that are prone to different forms of relationship-destroying behaviors. This research, through a systematic review, (1) explores relationship-destroying behaviors in the context of the acquisition, development, and maintenance of relationships with customers and (2) identifies specific kinds of relationship-destroying behaviors and the corresponding antecedents and consequences. We hope that this systematic review acts as a catalyst for researchers’ attention to the dark side of relationship marketing.