Cooperation: An enduring theory of relationship marketing

Abstract Artificial intelligence promises to transform marketing, but some relational constants endure across technological ages. The current research proposes a three-layer hierarchical framework that prioritizes three time-invariant foundations of cooperative exchange relationships. Specifically, each foundation comprises a universal principle (interdependence, reciprocity, justice), corresponding psychological construct (trust, gratitude, unfairness), and resulting behaviors that permit, propel, and protect cooperative exchange relationships, regardless of technological contexts. The authors trace the evolution of the three foundations and their manifestations across pre-industrial, industrial, and digital ages to demonstrate their consistency. A projection details how these foundations will shape relationship marketing in the future, guiding marketers to focus on constants to establish effective relationship marketing strategies in an evolving AI age. This hierarchical framework counters the paralysis of uncertainty by offering evidence of stability amid technological disruption. It also reorients relationship marketing from commitment toward cooperation as the practical, dynamic engine of value creation in any technological age.