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Commitment Variation in the Phases of the Relationship Development Process

Business relationships develop over time as buyers and sellers move through the phases of awareness, exploration, expansion, commitment, and dissolution (F. Dwyer, P. Schurr, & S. Oh, 1987). Although prior research has identified several dimensions of commitment, it is not known whether one or more of these dimensions of commitment is more prominent than others in the various phases of the relationship development process. This article takes a managerial perspective and argues that specific dimensions of commitment are expressed by the seller in distinct phases of the relationship development process. It asserts that because the forms and levels of commitment vary during the relationship development process, sellers should alter their strategies accordingly when developing potential long-term relationships with customers.