When Relationship Marketing Collides With Technology

This conceptual framework aims to query hereditary maladoption and misuse of constructs in relationship marketing studies. In spite of the critical difference between network-oriented and market-oriented relationships, studies on both streams share constructs unselectively. Moreover, although possibly atheoretical applications of constructs prevail in consumer-firm relationship studies, one construct (i.e., opportunism) has not been illuminated in the same context despite its explanatory power. Lastly, an obsolete construct (i.e., transaction-specific asset) still plays a role in the relationship marketing paradigm even though it can be substituted with better relationship holding values. These factors are discussed, and suggestions are provided for future research reflecting current advances in technology.