Differential importance of social and economic determinants of relationship performance in professional services

• Published in: Industrial marketing management 2019-01, Vol.76, p.23-35
• Main Authors: Heirati, Nima, Henneberg, Stephan C., Richter, Ansgar, Harste, Roland
• Format: Article
• Language: English
• Subjects: Business relationships; Configuration theory; Lifetime phases; Professional service firms; Social and economic determinants
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2018.07.009

Managing business relationships successfully is critical for many professional service firms (PSFs) in order to be able to address complex client needs. Furthermore, the project-based nature of PSFs' work puts pressure on them to retain clients across project periods. Drawing on both net effect and configurational perspectives, this study provides a holistic understanding of the relative importance and of the interplay of social and economic determinants of business relationship performance in the context of dynamic relationships between PSFs and their clients. Using data from 297 business clients, the results reveal that, overall, social determinants are more important than economic determinants as drivers of the client's willingness to cooperate with a PSF in future. The importance of social determinants increases further in later relationship lifetime phases. The configurational analysis also reveals several equifinal constellations of social and economic determinants across the lifetime phases to drive a client's willingness to cooperate in future. Therefore, no single determinant by itself is sufficient for ensuring relationship performance. We advance the literature by showing that distinct constellations of social and economic determinants are required to achieve the desired outcome, and that these constellations change across business relationship lifetime phases. •For professional service firms (PSFs), maintaining relationships with their clients is of critical importance•Social determinants are more important in later relationship phases to drive the clients' willingness to cooperate in future.•However, no single determinant by itself is sufficient for ensuring relationship performance•There are several constellations of determinants across the lifetime phases to drive a client’s willingness to cooperate