Abstract
The relationship marketing literature implies that relationship marketing behaviors are taking on an institutional-like quality. In this study, I use a unique approach for testing whether this is the case by comparing American consumer and producer pricing data over an extended period of time. I find that relationship marketing behaviors are increasing in frequency but perhaps not at the rate implied in the extant work. I also test for certain boundary conditions to the relationship marketing phenomenon. I find that credence goods see more relationship marketing behaviors than search and experience goods.
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