Abstract
This paper opens the complex issue of relationship marketing to formal modeling using differential equations. Our purpose is to examine how relational commitment is established, developed and maintained in a context of symmetric and asymmetric partners.We present three main findings. The rates of commitment of the seller and the buyer are higher when both partners are engaged in a symmetric relational exchange. A consciously attractive buyer is reluctant to develop a long-term relationship with an unreliable seller. Neither a very low level of opportunistic inclination nor a very high level of trust is healthy for the relational commitment.
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Sigué, S.P., Elloumi, F. (2002). From Love Dynamics to Relationship Marketing: The Case of Linear Partners. In: Zaccour, G. (eds) Optimal Control and Differential Games. Advances in Computational Management Science, vol 5. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-1047-5_5
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DOI: https://doi.org/10.1007/978-1-4615-1047-5_5
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