Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing

Abstract

The commitment-trust theory (C-T theory) of relationship marketing ushered in a new marketing paradigm that shifted attention from discrete transactions to establishing, developing, and maintaining successful relational exchanges not only within buyer–seller dyads, but also across a broad spectrum of internal and external relationships involving a focal firm. Because of its relevance and implications, the theory has had a profound impact on the marketing discipline and beyond. This article employs the four broad categories of relational exchanges (i.e., supplier, lateral, buyer, and internal partnerships) identified in the C-T theory as an organizing framework to (1) review extant research on relationship marketing in the sales literature and (2) identify research gaps to stimulate future research within these four categories. Additionally, several promising avenues for future research on relationship marketing in the sales domain are also identified. Overall, this article underscores the significant impact of C-T theory on the sales literature.