INTERACTIVE MODEL OF PARTNERSHIP DEVELOPMENT ON THE BASIS OF BEHAVIORAL DETERMINANTS OF RELATIONSHIPS

Abstract

Close socio-economic ties between the buyer and the supplier are the result of changes that occur over time in the relationship between counterparties. Their achievement requires the correct formation of mutual relations. Despite some differences in the interpretation of this phenomenon, most studies interpret interaction in mutual relations and in groups as an activity aimed at maximizing rewards and minimizing costs. Since a consensual relationship will be maintained as long as it produces satisfactory results for both parties, the individual's desire to achieve maximum results is subject to certain limits: each must ensure that the other partners are also satisfied with the relationship. Therefore, the theoretical consistency of the structure of ties can be explored using the ideas of social exchange theory. One of the most debated variables affecting cooperation in bilateral relations is environmental uncertainty. Three forms of uncertainty can be distinguished: quantitative and technological unpredictability and action unpredictability. An important direction of scientific research is the analysis of exogenous and endogenous factors affecting the level of actual and expected results. According to the principles of social psychology, most relationships develop through the prism of stages: awareness; discovery; expansion; relationships; decay. People are the foundation of long-term relationships, and the primary responsibility of the supplier is to evaluate and anticipate future cooperation in the context of the market environment. Businesses in the industrial market, which see affiliate marketing as a chance to achieve a sustainable competitive advantage, should take care of the proper development of relations with their customers as early as possible. Knowing the factors that limit the possibility of developing long-term relationships with these customers, and the nature of the evolution of economic relations, enterprises must consciously form a portfolio of their most valuable customers, thus providing a basis for future development.