The development of post-project buyer–seller interaction in service-intensive projects

• Focuses on post-project buyer–seller interaction development
• Examines development through interaction orientation
• Conducts a case study spanning over a decade
• Finds three main post-project orientations
• Describes each orientation and consequent development patterns

The purpose of this research is to enhance the understanding of post-project buyer–seller interaction, a topic previously studied mainly from the perspective of social exchange or sleeping relationships. With the advent of service-intensive projects, however, the dynamics of post-project interaction has changed, demanding a broader theorization. This research extends the scope of project marketing, by proposing a research framework illustrating interaction development in a longitudinal setting. We utilize the framework to analyze three projects, two of which continued for more than a decade, through a qualitative case study. The research provides empirical insight into the interaction orientations and development patterns arising in the post-project stage. It suggests that post-project interaction develops through three main orientations (cooperative development, buyer-led development, and seller-led maintenance) that vary over time, thus creating unique development patterns. The study concludes with five practical recommendations for managers to deal with evolving post-project interaction.