Inclusion of Switching Behaviour into Relationship Marketing Model: A Theoretical Model

Husam Alnaimi, Richard Jones, Helen Perkins

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

Relationship marketing authors have attempted to develop distinct models suitable for investigating relationship marketing in different contexts. However, there is no agreement as yet about the antecedents that best capture the characteristics of the relational exchange that influences relationship marketing. Maintaining a long-term relationship with a customer is one of the fundamental factors determining the value that the customer provides to the company. A serious threat to achieving a long-term relationship is the customer’s switching behaviour. This study develops a theoretical model of relationship marketing, which includes customers’ switching behaviour (switchers and stayers), as a vital construct to understand the relationship development process between customers and service providers. Also, hypotheses to specify the association between the underlying models’ constructs were presented as a basis for further study.
OriginalsprogEngelsk
TitelProceedings of ANZMAC 2011
RedaktørerMartin MacCarthy
Antal sider9
UdgivelsesstedBrisbane
ForlagANZMAC
Publikationsdatonov. 2011
ISBN (Trykt)9780646563305
StatusUdgivet - nov. 2011
BegivenhedThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2011 - Perth Convention and Exhibition Centre, Western Australia, Perth, Australien
Varighed: 28 nov. 201130 nov. 2011
Konferencens nummer: 2011
http://anzmac.info/

Konference

KonferenceThe Australian & New Zealand Marketing Academy Conference. ANZMAC 2011
Nummer2011
LokationPerth Convention and Exhibition Centre, Western Australia
LandAustralien
ByPerth
Periode28/11/201130/11/2011
Internetadresse

Emneord

  • Relationship marketing
  • Relational bonds
  • Switching behaviour
  • Satisfaction
  • Relationship strength
  • Loyalty

Citationsformater