The purpose of this paper is to understand “silent” processes, where the relationship fades away for no obvious reason, and to outline a few managerial challenges related to a…
Abstract
Purpose
The purpose of this paper is to understand “silent” processes, where the relationship fades away for no obvious reason, and to outline a few managerial challenges related to a passive engagement style in the relationship.
Design/methodology/approach
This paper uses an exploratory approach where 42 interviews were screened, resulting in eight semi-structured interviews that were used describing silent fading relationships. The interviews represent four relationship dyads between financial advisors and their customers in a private banking setting (wealth management).
Findings
The paper outlines the relationship roots, the process dynamics, and the reasons behind fading in the relationships. It emphasizes the problems with implicit expectations from both parties in the relationship and suggests that more focus should be put on defining the relationship from the start. The absence of interaction and dialogue is problematic. If the parties in the relationship are able to communicate constructively during an unstable phase in the relationship, there is a better chance that the relationship will survive.
Research limitations/implications
Since no attempts are made to generalize the knowledge retrieved, the number of fading relationships categorized must not be seen as representative for a general tendency.
Practical implications
The paper offers several managerial challenges when it comes to understanding the management of silently fading relationships, e.g. managing mismatching expectations, defining and re-defining the relationship, constructive dialogue, gaining service encounter information, and the need for finding the right level of commitment in the relationship.
Originality/value
This paper discusses several concepts that are highly interesting for research related to relationship dynamics. Most studies have focussed on active decisions in relationships, whereas this paper focusses on passive and inactive decisions. It also offers empirical insights, which are scarce in the area.
Details
Keywords
Kristina Heinonen and Tore Strandvik
The purpose of this paper is to apply pragmatism – a philosophy of science on the interplay of human actions and meaning – as a perspective for studying service research and…
Abstract
Purpose
The purpose of this paper is to apply pragmatism – a philosophy of science on the interplay of human actions and meaning – as a perspective for studying service research and practice, emphasizing the need to deal with dynamics and diversity to cope with service marketplace disruptions. This work focuses on customers (individuals or groups of individuals) as key marketplace stakeholders.
Design/methodology/approach
Pragmatism provides a foundation for theorizing about change by connecting human actors’ cognitive belief structures and their actions through a continuous learning process. This paper outlines how the key principles of pragmatism can advance service research and practice.
Findings
Adopting the key principles of pragmatism in service management directs attention to service market dynamics. Understanding customers’ everyday lives as the interplay of experiencing, knowing and acting reveals insights about the role of service in dynamic markets for the benefit of service research and practice.
Research limitations/implications
The paper is a viewpoint to stimulate researchers’ reflections on often hidden core assumptions about service. Pragmatism provides a perspective on actors’ practical rationality and problem solving in dynamic settings. Along with its emphasis on a holistic understanding of customers’ lives, this perspective provides direction for future service research and practice. Further, conceptual development and empirical substantiation are encouraged.
Practical implications
By focusing on marketplace changes, this paper addresses management concerns for commercial and non-commercial organizations. Pragmatism encourages critical reflections on what companies are doing and why (the connection between actions and beliefs), revealing underlying beliefs and institutionalized industry practices that require modifications.
Social implications
Pragmatism is an approach to service research and practice, irrespective of aggregation level and sector. Therefore, it can help stimulate societal welfare.
Originality/value
Pragmatism advances service research by delineating a holistic perspective on customers’ lives and providing a perspective for exploring and understanding dynamics and diversity in service markets.