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The purpose of this paper is to investigate the relationship continuity across projects among actors in the construction industry, and to discuss why and how such continuity takes place.

The authors draw on the results from four in-depth case studies illustrating different strategies for pursuing relationship continuity. The results are analysed and discussed in light of the oft-mentioned strategies suggested by Mintzberg (1987): emergent, deliberate and deliberately emergent strategies. Furthermore, the ARA-model is used to discuss why the relationship continuity strategies are pursued, and which factors might enable and constrain the relationship continuity.

The main findings are twofold. First, the authors found that the strategy applied for pursuing relationship continuity may, in one-time period, contain one type of strategy or a mix of strategy types. Second, the type of strategy may evolve over time, from one type of strategy being more pronounced in one period, to other strategies being more pronounced in later periods. The strategies applied by construction firms and their counterparts can thus contain elements of emergent, deliberate and deliberately emergent strategies, in varying degrees over time. It is also shown that the strategies of the involved actors co-evolve as a result of interaction. Also, the main reasons for pursuing continuity appear to lie in the re-use and development of important resources and activities across projects to create efficiency and the possibility to develop mutual orientation, commitment and trust over time, and thus reduce uncertainty.

Further empirical studies are needed to support the findings. For managers, the main implication is that relationship continuity can arise as part of an emerging interaction pattern between firms or as part of a planned strategy, but that elements of both might be needed to sustain it.

The authors combine Mintzberg’s strategy concepts with the ARA-model to bring new light to the widely debated issue of discontinuity and fragmentation in the construction industry.

The purpose of this paper is to verify the factors – word-of-mouth (WOM) information and dynamic capability – that affect industrial buyer-based relationship quality and to examine their effect on relationship continuity in business-to-business (B2B) transactions. The study also aims to examine the mediating role of relationship quality in linking WOM information and relationship continuity and in linking dynamic capability and relationship continuity.

Two methods are used for this study: a literature review to develop a research model and an empirical study to test hypotheses. To achieve the empirical research, 267 cases were analyzed.

This study verified that WOM information and dynamic capability have positive effects on industrial buyer-based relationship quality and relationship continuity in B2B transactions. In addition, relationship quality plays a partially mediating role in linking WOM information and relationship continuity and in linking dynamic capability and relationship continuity.

WOM information plays an important role in consumers’ behavior in business-to-customer transactions and in B2B transactions; however, WOM in B2B transactions receives less attention, as it occurs by an informal process. This study suggests WOM information and dynamic capability as factors that affect industrial buyers’ perception of relationship quality and relationship continuity, and the research sought to examine the effects of relationship quality on the resulting actions, relationship continuity. This study could be useful for industrial suppliers to understand the industrial buyers’ perception on relationship quality and the results of relationship quality. Moreover, industrial suppliers could utilize the results of this study to build managerial goals to satisfy customers and to strengthen relationships with customers.

Extant research on strategic alliances has relied mainly on case and survey methodologies to examine strategic, structural and operational issues in alliance relationships. Demonstrates that experimental methodology can usefully be employed to examine important strategic and behavioural issues in ongoing alliances. Reports on an experiment involving role‐playing among 221 managers which was conducted to investigate determinants of satisfaction and continuity in a hypothetical marketing alliance. Indicates that alliance satisfaction and continuity are influenced positively by a partner′s commitment, competence and strategic compatibility. Finds commitment to be the strongest determinant of both satisfaction and continuity. Discusses implications of the findings and methodology employed and suggests future research directions.

The current study aims to empirically examine the impact of formal salesforce control systems on salespeople and customer behavior.

Data are collected from 704 salespeople and their respective visiting customers (704) in Ghana. The suggested hypotheses are tested through the structural equation (SEM) modeling technique.

The study results show that all three formal control mechanisms have positive and significant effects on customer-directed problem-solving and adaptive selling behaviors. Similarly, the study finds that salespeople's customer-directed problem-solving behavior increases, respectively, customer-directed opportunism and relationship continuity. Adaptive selling behavior also has significant positive effects on both customer-directed opportunism and relationship continuity, respectively.

The study offers practical and theoretical insights into understanding salesforce control dynamics, customer-directed opportunism, adaptive selling behavior, customer-directed problem-solving behavior and continuity of relationships. The results also have significant consequences for sales organizations as they can help sales managers decide on the best form of salesforce control systems to deploy.

The current research demonstrates how control mechanisms can influence both adaptive selling and customer-directed problem-solving behaviors and how these could generate both customer-directed opportunism and relationship continuity.

The purpose of this paper is to examine the effects of nostalgic marketing on consumer decisions, including the relation of nostalgia to perceived self-continuity, brand attitude (BA), and purchase intent (PI).

The study uses an experimental design that compares individuals’ responses to past-focussed (nostalgic) vs present-focussed (non-nostalgic) advertising across a range of three product types. Analyses include structural equation modeling (SEM) to investigate direct and mediated relationships.

Nostalgic past-focussed advertisements (as compared to present-focussed advertisements) elicited higher perceived self-continuity which led to more favorable ratings of BA and greater intent to purchase the product. These effects held up regardless of product type. SEM showed that the relation of advertising-evoked nostalgia to BA is partially mediated by consumer’s perceived self-continuity. BA also directly predicted PI.

These findings provide two implications for marketing managers. First, the perceived self-continuity plays an important role in the success of nostalgia marketing. As such, advertising designed to directly influence perceived self-continuity should be used for framing a nostalgic marketing purposes that aims to connect consumers to particular brands. Second, evoking nostalgia in marketing communications is not just effective for one product type but appears to be useful across a variety of product type (i.e. utilitarian, hedonic, and neutral).

The study is based within an experiential marketing framework but is innovative in examining the specific experience of nostalgia and linking it to consumer’s identity (i.e. self-continuity). This area has received little attention and appears to be a promising area for future research on consumer decisions.

The purpose of this paper is to develop and to empirically test a model that explains how managing differences between an information technology (IT) provider and an overseas client influences partnership quality and ultimately affects the continuity of the relationship.

A field survey by distributing questionnaires to Indonesian IT providers was conducted over four months, yielding 78 completed responses. These empirical data were analyzed by the partial least squares–structural equation modeling technique to examine the measurement and structural models.

Managing differences, i.e. cultural, temporal and standards differences, has a positive impact on partnership quality through inter-firm interaction, i.e. information exchange, coordination and participation. Partnership quality, consisting of the dimensions of commitment, trust and integration, has a substantial positive impact on the continuity of the relationship.

This study was limited by the use of a limited number of samples, reducing the precision of the results.

This study suggests that if the IT provider is able to manage the cultural, temporal and standards differences with the overseas client, it increases information exchange, coordination and participation between both parties, which are necessary for establishing a high-quality partnership.

This study is the first empirical examination of how the management of differences between an IT provider and an overseas client influences the continuity of their relationship through interaction and partnership quality.

While research on customer gratitude is gaining momentum, there is an absence of a clear conceptualization and operationalization of the construct. This paper aims to provide a grounded theory definition of customer gratitude, develops and validates a gratitude scale to fully capture the comprehensive definition and assesses the scale in a nomological network with antecedents and consequences.

This qualitative study and four quantitative studies examine customer gratitude within service encounters.

Results from all five studies support a three-dimensional definition of customer gratitude that includes affective, behavioral and cognitive dimensions. The quantitative findings show that the three-dimensional gratitude scale offers strong predictive ability of loyalty and relationship continuity and that gratitude maintains its effect on these relational outcomes after assessing other mediating mechanisms (e.g. value).

This research offers an expanded conceptual definition and scale of customer gratitude that conforms to theory and the extant literature. The scale maintains construct validity which is supported in a nomological context of theoretically based antecedents and consequences.

This work advances the emerging gratitude literature by clearly delineating the construct’s domain, measurement and impact on relational outcomes.

The perspective of marketing has changed from regarding marketing as a series of independent transactions to a dynamic process of establishing, maintaining and enhancing relationships. In an emerging theory of relationship marketing, both trust and satisfaction are core concepts in understanding the dynamics of how relationships evolve. Although the literature has thoroughly examined both trust and satisfaction, the interrelationship between them, including their consequences and antecedents, has not yet been addressed properly. We propose that the development of buyer‐seller relationships can be understood as a sequence of decisions buyers make regarding whether they should enter a relationship, continue a relationship, or enhance the scope of a relationship. These are different kinds of decisions where satisfaction and trust are likely to play different roles in risk reductions depending on the nature of the decision to be made. In a study of institutional buyers of a food producer we find that satisfaction and trust are complementary in the sense that trust is a key variable when decisions are related to enhancement in scope of the relationship, whereas satisfaction is a key variable when the issue is relationship continuity.

With a comparative aim, the purpose of this paper is to challenge the general assumption behind relationship longevity. The question under attention is whether firms' relationship of a discontinuous nature is different from continuous relationships and if so what this diversity entails. In the essay, a conceptual view is developed and tested statistically. The ambition is to add new knowledge to the field of business relationships.

The essay's theoretical foundation rests on relationship theory and employs the four relationship behaviour elements of trust, commitment, cooperation and adaptation. Differences/similarities in the effects among these elements are tested for two types of relationships, i.e. those of continuous and discontinuous exchange, using data from 353 Swedish firms.

The results show that a firm's behaviour in continuous relationships rests on incremental change, in the sense that the relationship elements of trust, commitment, cooperation and adaptation display sequential and progressive effects. This supports the common notion of a gradual strengthening of the business relationship resulting in longevity. Contrary to this, a firm's behaviour in discontinuous relationships is guided by the level of trust, which thus forms the base for the remaining elements. The absence of incremental change in the relationship behaviour and the pivotal role of trust mean that these relationships are weaker and are faced with interruptions and interference from competitors. Thereby business firms are confronted with different marketing challenges. The differences in the relationship behaviour of the two types signify that the view of relationships indeed needs advancement.

Falling from a continuous to a discontinuous business relationship is becoming more common due to reasons such as market crises, business or firm crisis or because of the nature of the businesses as such. While earlier research studied the relationships' continuity and discontinuity separately, this paper enriches the earlier efforts and compares the two types. Understanding the differences between the two types of relationship can enrich the knowledge, not only for researchers but also for business managers.