Unrestricted.2016-11-142011-02-182016-11-141995-12http://hdl.handle.net/2346/15373Relationship management is conceptualized as interorganizational activities, communications, policies and procedures that seek to enhance the contribution of an exchange relationship to a firm's ability to meet one or more of its organizational objectives. This study draws upon transformational leadership theory in political and organizational research to develop a typology of relationship management orientation (RMO). The typology includes developmental, transactional and exception-based RMOs, which were expected to have a positive, neutral, and negative effect, respectively, on the development of characteristics associated with relationship marketing success—namely, trust, relationship commitment, and cooperation. The model was tested in a franchise setting, using latent variable stmctural equations. Results were generally supportive of the model. The contributions and limitations of the study, including managerialimplications and prospects for future research, are discussed.application/pdfengInterorganizational relationsMarketingMarket channelsDissertation