Abstract
Relationship Marketing (RM) has been one of the main topics in marketing. However, sales persons tend to chase short-term orientation sales strategy in their activities. Additionally although “Trust” is recognized as the key component of RM, some empirical analysis indicates “Trust” doesn't have positive effects on sales performance such as revenue. Objective of this paper is to get knowledge of limitation of “Trust” at seller-buyer relationship. Multi Agent-based Simulation model (MAS) is adopted as the method for the purpose of analyzing limitation of RM. Watkins and Hill use MAS to examine how RM effects on sellers' sales performances. They showed “Trust” sales style has better sales performances than Non-Trust type sales style in the long-run term. However, they don't assume sellers can change their sales strategies in the short term. Therefore, it is hard for their model to apply to real business situation. This paper expands Hill and Watkins' MAS model. Additional condition is that sellers can change their sales strategies in 1 simulation. By this extension, it is shown that Trust's positive effects turn unclear. The important suggestion for traditional RM theory is the advantage of “Trust” sales is dismissed under the short term orientation strategy. Implications for sales department is that sales manager should monitor market all more deeply and widely for the purpose of achieving and enjoying long-term RM's advantage.
