This study aims to investigate the applicability of Ritter’s (2000) framework of interconnectedness in a triadic relationship between a provider, intermediaries and customers and to extend the framework by considering how the state of the relationships in a triad influences the relationship dynamic.
A qualitative case study research method with multiple sources of evidence was adopted in this study. The case study focusses on a triadic relationship of one of the largest UK-based financial services institutions, Provider XYZ, with independent financial advisers and customers.
The findings confirm that the synergy effect, lack effect, competition effect and by-pass effect exist in the triadic relationship. The findings also acknowledge that the state of the relationships in a triad, whether they are positive (+), negative (−) or neutral (0), combined with the identified interconnectedness effect determine the dynamic of the triadic relationship network.
This paper extends the existing framework of interconnectedness by considering how the change of the relationship state changes the relationship dynamic in a triad. By evaluating both the effect of interconnectedness and the state of the relationships in a triad, managers can identify and manage possible conflicts in a triad and enhance the effectiveness of the triadic relationship.
Tjandra, N.C., Ensor, J., Omar, M. and Thomson, J.R. (2020), "An evaluation of the effect of interconnectedness and the state of the relationships in a triad: a dynamic approach", Qualitative Market Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/QMR-02-2020-0029Download as .RIS
Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited