The Dark Side of Long-Term Relationships in Marketing Services-Article Review

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Article Review By :Nancy Zaki

Kent,G. & Ambler. (1999), "The Dark Side of Long-Term Relationships in Marketing Services", Journal of Marketing Research 36:132 - 141

Introduction

In a world of global competition in businesses & marketing campigns, the need for what is called "relationship marketing"flourished.Relationship marketing is a critical approach that needs sustained planning & development to be achieved. It is about keeping the firms long-term relations with customers instead of attaint new ones; In other words" decreasing customers turnovers and increasing customers loyalty". This process is considered of a long-term value for the firms.Recent studies have shown that there are many obstacles in the way of marketing relations. Many firms must be aware of these obstacles in order to amend it's policies towards it. This article aims at investigating the

negative constructs that affects the marketing services relationships specially the long-term ones between customers and their service providers.These constructs were formally replicated by Moorman,Zaltman and Deshpande(MZD) in the year 1992.In this article, Kent & Ambler(1999) are

trying to test replication of MZD hypotheses and yet extend MZD assumptions by conjecture testing of their explanation that the lack of association between relational factors &