Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2020-01-28 DOI:10.1080/15332667.2020.1717276

T. Rooney, E. Krolikowska, H. Bruce

引用次数: 20

Abstract

Abstract The study of Relationship Marketing (RM) has led to improved understanding and management of customer relationships. However, it has suffered recent criticism for firm-centricity, and for failing to address the impact of the technological revolution and resulting customer empowerment in firm-customer relationships. This paper addresses these limitations by reconceptualizing RM as consumer led, with firm interactions enabling consumers to create their own unique experiences and value through the increasing accessibility of innovative technologies. This, in turn, benefits the firm through reciprocated value and beneficial relationship outcomes. We critically review extant knowledge and derive five propositions about firm-customer relationships. These propositions form the basis of managerial implications and a research agenda to better understand the impact of technologies and customer experience on RM.

查看原文本刊更多论文

重新思考消费者主导和技术驱动的关系营销:研究与实践的命题

关系营销(RM)的研究提高了人们对客户关系的理解和管理。然而，它最近遭受了企业中心主义的批评，以及未能解决技术革命的影响以及由此导致的企业-客户关系中的客户授权。本文通过将RM重新定义为消费者主导来解决这些局限性，企业互动使消费者能够通过不断增加的创新技术的可及性来创造自己独特的体验和价值。这反过来又通过互惠的价值和有益的关系结果使公司受益。我们批判性地回顾了现有的知识，并得出了关于公司-客户关系的五个命题。这些主张构成了管理含义的基础，并成为更好地理解技术和客户体验对RM的影响的研究议程。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.