Bringing the Interaction Model into the 21st century: Applying and Developing the Interaction Model for the Service Industry

Abstract: Drawing upon research conducted in the 1960’s and 1970’s, the IMP group 1982 created the Interaction Model which has had a pivotal effect on how academic scholars and practitioners alike, think about relationships. The development of the Interaction Model was and still is important since it constitutes the very foundations on which the network perspective lies and as such also affects much of the academic research that is currently being conducted around the world. While it has been immensely influential it was primarily developed for large industrial companies and therefore its applicability on today’s corporate landscape may be questioned. The authors apply the Interaction Model on the relationship between Amadeus IT Group and Finnair with the two-folded purpose of presenting a comprehensive picture of the relationship itself as well as to develop the Interaction Model. Through the use of qualitative interviews, a comprehensive picture of the relationship is drawn up and analyzed by using the model while keeping complementary similar theories in mind. It is suggested that: (i) certain aspects of the Interaction Model need special attention, and alterations, in this type of relationship; (ii) individuals should play a larger role in the Interaction Model; and (iii) the Interaction Model needs to incorporate dynamic aspects of the relationship as well as of the environment.