The Effect of Dissolution Intention on Buyer-Seller Relationships

While relationships dissolve for a variety of reasons, many dissolve due to issues with the relationship itself. However, much of the research in marketing focuses on the bright side of relationships and neglects its dark side. In this article we focus on one aspect of the dark side-the effects of the intent of a party to exit from a relationship. Research on dissolution has primarily examined it as an outcome variable. Thus, the question of how dissolution intent, once formed, affects subsequent behavior has not been given much attention. We investigate the consequences of dissolution intention, such as increasing opportunism and decreasing cooperation and the mediating effects of transaction-specific investments. The model is tested using a sample survey of newspaper agents in Korea. Results indicate that dissolution intention increases opportunism and negatively affects cooperation. Transaction-specific investments diminish the effect of dissolution intention on opportunism and cooperation.