Relationship Marketing In Consumer Markets Antecedents And Consequences Pdf

relationship marketing in consumer markets antecedents and consequences pdf

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Relationship marketing: a concept beyond the primary relationship

Discusses the validity of classifying transaction and relationship exchanges and marketing theories according to whether the selling firm is operating in consumer or industrial markets. It is only recently that relationship marketing, and thus the exchange relationship paradigm, has started to become an alternative approach to consumer markets.

There is a series of reasons behind this decision; however, the most relevant one is trying to bring a very extensive body of theoretical work within the realm of consumer marketing. Pels, J. Report bugs here. Please share your general feedback. You can join in the discussion by joining the community or logging in here. You can also find out more about Emerald Engage. Visit emeraldpublishing. Answers to the most commonly asked questions here.

Abstract Discusses the validity of classifying transaction and relationship exchanges and marketing theories according to whether the selling firm is operating in consumer or industrial markets. Please note you do not have access to teaching notes. You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account. If you think you should have access to this content, click the button to contact our support team. Contact us. To read the full version of this content please select one of the options below.

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A review of customer relationship management: successes, advances, pitfalls and futures

The purpose of this paper is to provide academics and practitioners working with customer relationship management CRM with a review of key topics, such as advances in CRM, the shifting role of consumers, issues with conceptualisation and consumer exploitation. As a result, the authors suggest eight propositions for improving the CRM scheme. The authors find that the risks of depleting customer trust as they perceive themselves being exploited by firm's CRM offerings should be openly discussed, as it poses a significant threat to the CRM scheme if it is overly used and misused. However, the danger of implementing CRM in such a way as to lead customers to believe that they are worse off requires more research. Advances in CRM must consider issues of fairness, transparency, honesty, trust and with the emergence of social media, understand how CRM will adapt and immerse itself in such a future.

Explores these multiple dimensions of relationship marketing, and challenges the emerging conventional wisdom that relational exchange between buyers and sellers should be the norm which all businesses aim for. Although relationship marketing may be very attractive for many products and markets, its adoption may be inappropriate in others. Parties to an exchange may have diverging views on commitment to each other and may not welcome the possibility of having their chances for opportunism restricted. In some sensitive markets, the cost of loyalty schemes may exceed the revenue benefits of repeated levels of business at profitable prices. Palmer, A.

Jagdish N. Volume 23, No. Researchers have also focused on developing a theory of successful and efficient management of relationships cf. Heide and John ; Morgan and Hunt These and other studies have significantly contributed to our knowledge of relationship marketing.

Relationship Marketing in Consumer Markets: Antecedents and Consequences

Discusses the validity of classifying transaction and relationship exchanges and marketing theories according to whether the selling firm is operating in consumer or industrial markets. It is only recently that relationship marketing, and thus the exchange relationship paradigm, has started to become an alternative approach to consumer markets. There is a series of reasons behind this decision; however, the most relevant one is trying to bring a very extensive body of theoretical work within the realm of consumer marketing. Pels, J. Report bugs here.

Naveen Donthu Georgia State University gsu.

Она глупейшим образом попала в ловушку, расставленную Хейлом, и Хейл сумел использовать ее против Стратмора. Она понимала, что коммандер заплатил огромную цену за ее избавление. - Простите меня, - сказала. - За .

Exchange relationships in consumer markets?

4 COMMENTS

Sintiques R.

REPLY

Antecedents and consequences of consumer trust in the context of service recovery.

Partenia M.

REPLY

Understanding the motivations of consumers to engage in relationships with marketers is important for both practitioners and marketing scholars.

Markus K.

REPLY

Relationship marketing in consumer markets: Antecedents and consequences Consumers reduce their available choice and engage in relational market.

Magnolia M.

REPLY

It is widely accepted that many social and health problems have underlying behavioral causes.

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