Abstract
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.
Original language | English |
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Title of host publication | Proceedings of ANZMAC 2011 |
Editors | Martin MacCarthy |
Number of pages | 9 |
Place of Publication | Brisbane |
Publisher | ANZMAC |
Publication date | Nov 2011 |
ISBN (Print) | 9780646563305 |
Publication status | Published - Nov 2011 |
Event | The Australian & New Zealand Marketing Academy Conference. ANZMAC 2011 - Perth Convention and Exhibition Centre, Western Australia, Perth, Australia Duration: 28 Nov 2011 → 30 Nov 2011 Conference number: 2011 http://anzmac.info/ |
Conference
Conference | The Australian & New Zealand Marketing Academy Conference. ANZMAC 2011 |
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Number | 2011 |
Location | Perth Convention and Exhibition Centre, Western Australia |
Country/Territory | Australia |
City | Perth |
Period | 28/11/2011 → 30/11/2011 |
Internet address |