An extension of the marriage metaphor in buyer–seller relationships: An exploration of individual level process dynamics

The marriage metaphor has been used to make substantial contributions to our understanding of buyer–seller relationships. However, there has been increasing recognition that transfer from the marriage metaphor to buyer–seller relationships has not been fully explored. There is a need to explore buyer–seller relationships at a more micro, individual level that allows for greater consideration of relational/communication elements. This paper extends existing perspectives by integrating conceptual and empirical work from the interpersonal relationship literature. Specifically, the role of individual partner expectations, communication behavior, and appraisal processes in problem solving are delineated. Qualitative field interviews from participants representing multiple functional areas across both sides of business dyads are utilized as a means of examining the viability of the conceptual transfer from interpersonal to buyer–seller relationships. The work holds implications for future research and management of relational problem solving in buyer–seller partnerships.