The involvement and influence of emotions in problematic business relationships

This paper discusses emotions as mediators in business-to-business relationships which is an understudied topic. Yet within consumer marketing, emotions have been widely studied, and calls have been made for business relationship research to take account of managers' emotions. This study addresses the gap by firstly establishing the relevance of emotions in problematic business relationships and secondly showing how emotions are a major component in determining the outcomes of the problematic relationships. Interview data in the form of narratives describing problematic relationships is analyzed and identifies both the emotions experienced by participants and their role in the future course of the business relationship.

► We establish the relevance of emotions in problematic business relationships.
► All basic emotions but love are expressed and have consequences in the relationships.
► Emotions communicate feelings and alert to protect from further problems.
► The influence of social/socio-moral emotions in continuing the relationship is limited.
► Emotions are also expressed retrospectively, when reflecting on the relationship.