Organizing for Relationship Marketing

Gordon, Ian

doi:10.4135/9781452231310.n19

Cited by 20 publications

(16 citation statements)

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“…This is possible when technology is used at the customer interface to secure real-time interaction and to make this information available for subsequent interactions. 68 Moreover, a better-informed customer may be more willing to reveal more personal information. Consumers and fi rms are senders as well as receivers and thus one-to-one communication is inevitable and parties become closer.…”

Section: Relationship Marketing and The Internetmentioning

confidence: 99%

The impact of the Internet upon bank marketing

2010

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Section: Relationship Marketing and The Internetmentioning

confidence: 99%

The impact of the Internet upon bank marketing

2010

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“…Two types of bonds should be incorporated into this theoretical framework. Researchers have identified and categorised elements in relationship exchange processes, using different terms such as technical and social elements (for example, Perry, Cavaye and Coote, 2002), or structural and social bonds (for example, Buttle and Ahmad, 1999;Gordon, 1998;Mattson, 1985;Turnbull and Wilson, 1989). To synthesise these elements, we use the terms "social bonds" and "technical bonds" to categorise the most mentioned elements in the literature because they describe the functions of these elements in a relationship.…”

Section: Research Objectivesmentioning

confidence: 99%

The Impact of Internet Use on Inter-Firm Relationships in Australian Service Industries

Rao¹,

Perry²,

Frazer³

2003

Australasian Marketing Journal

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The impact of the internet on inter-firm relationships has received little attention in the academic literature. This theory building research develops a conceptual framework about internet-facilitated relationships based on the literature and research findings from convergent interviews. The convergent interviews were conducted with CEOs and/or marketing managers of 10 Australian service companies. Results show that the internet does not appear to hinder inter-firm relationships as the internet is not being used at the expense of more traditional and personal forms of communication and has little impact on the level of trust in internet exchange partners and the dependence they have on one another at this relatively early stage of adoption. Rather, internet use is thought to be linked with improved business performance and satisfaction with the exchange partner's performance. The findings of this research add to the body of marketing knowledge and provide guidelines for managers to more effectively use the internet in managing their relationships with other businesses. Relationship MarketingThis research investigates the intersection of relationship marketing and internet marketing. Relationship marketing was first investigated in the 1970s. Driven by global competition, relationship marketing was noticed when many businesses learnt that they must collaborate to compete (Palmer 1997(Palmer , 2000. However, it was not until the late 1970s and the 1980s that the term "relationship marketing" emerged in the marketing literature. Simultaneously but independently, researchers in the United States (for example, Wilson, 1976;Jackson, 1985) and Europe (for example, Gummesson, 1987;Hakansson, 1982;Johanson and Mattsson, 1987) began to look beyond simple dyadic transactions and began to explore the notion of dyadic relationships (Healy, Hastings, Brown and Gardiner, 2001). The two major theoretical streams of relationship marketing were the Nordic school focusing on services marketing, and the Network Approach to industrial marketing developed by the international marketing and purchasing group (IMP) (Gummesson, Lehtinen and Gronroos, 1997).Since then relationship marketing has evolved over the last two decades with the emphasis shifting with different approaches. One of the earliest approaches to relationship marketing research was social exchange theory, which placed importance on interactive marketing activities (Anderson and Narus, 1984;Araujo and Easton, 1996;Sheth and Parvatiyar, 1995). Other approaches have been grounded in inter-organisation theory (Van de Ven, 1992) and industrial network theory (Mattson, 1985). Some scholars claim that only people create relationships, while others believe that customised and personalised technologically delivered services may strengthen longterm relationships (for example, Thirkell, 1997;Schultz, 1997). For example, a recent approach to relationship marketing is predicated on the interactivity of the internet and the opportunities this provides for relationship market...

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“…In this sense, the so-called information-intensive strategies play a major role, because they contain the information that needs to be continuously monitored and updated by organizations (Glazer, 2004): ◆ Customer features (demographic and psychographic data); ◆ Customer reactions to the company decisions (data on customer preferences, customer behavior and their reaction to the company activities); ◆ Purchase history (data on the products and services bought and used by costumers; data on revenue, costs and the profits pertaining to the purchase made). The aforementioned results lead to the conclusion that practical implementation of these marketing concepts effects the construction of six key CKM dimensions (Gordon, 1998):…”

Section: Marketing Concepts Based On Knowledgementioning

confidence: 87%