Relationship Marketing from a Value System Perspective

Abstract

Recent discussion about relationship marketing as a new marketing concept is strongly connected with a novel perspective on exchange processes as the core of marketing. Suggestions for changes in terminology – from transactions to relationships – and the enriched understanding provide the basis for developing marketing strategies. Analyses the understanding of transactions and relationships in the context of the conceptual exchange framework developed by Bagozzi in 1975. The reflection helps to locate the distinctive foci of actual relationship marketing proponents. Further illustrates the, until now, neglected research direction of marketing relationships in complex systems or networks. As a first step to closing this gap, and to develop further the scope of relationship marketing, outlines the role of marketing in the creation and design of “value systems”.

Coproduction in successful software development projects

“…The core idea of user-IS coproduction can be expressed as a shift from eliciting requirements and signing off on the output to working collaboratively to figure out how the system matters to larger goals. The idea of user satisfaction (and meeting user requirements) is hence complemented by the comprehensive integration of the user into an interactive, value-generating process during system development [32]. It shifts the role of the provider from being merely an order-taker to one requiring engagement of the user in a consultative/owner manner.…”

An ethical basis for relationship marketing: a virtue ethics perspective

“…Where relationships are marked by reciprocity or solidarity, there is concern for reputation, trustworthiness and mutual advantage (Gherardi and Masiero, 1990;Juttner and Wehrli, 1994). Table I lists twenty-three articles published in EJM over the last ten years that focus on RM.…”

Evaluating the interrelation of a retailer's relationship efforts and consumers' attitudes and behaviour

“…Thirdly, retailers are faced with new challenges of the marketing environment, such as blurring boundaries between markets or industries, an increasing fragmentation of markets and shorter product lifecycles. 23 Furthermore, several authors have argued that when companies offer similarly high levels of product or service quality, the delivery of relationship benefits becomes an important means of gaining competitive advantage. [24][25][26] This paper aims to test the correlation between relationship efforts and relationship outcomes (consumer attitudes and behaviour).…”