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Reinvigorating Relationship Marketing: A Customer Experience Perspective

Reinvigorating Relationship Marketing: A Customer Experience Perspective

Krolikowska-Adamczyk, Ewa, Bruce, Helen and Rooney, Tara (2017) Reinvigorating Relationship Marketing: A Customer Experience Perspective. In: International Colloquium on Relationship Marketing, 12-15 September 2017, Munich. (Submitted)

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Abstract

Purpose:
Relationship marketing is an established area of study that has made significant contributions to the understanding and management of relationships between organizations and their customers. Recently, however, the field has been criticized for its firm-centric focus and dyadic perspective, which overlooks the wider network influences on marketing relationships. Consequently, there have been calls for a reinvigoration of relationship marketing. We propose that this can be supported by integrating it with the more recently developed field of customer experience.

Design / methodology / approach:
We develop a reconceptualization of relationship marketing from a customer experience perspective by identifying the challenges faced by relationship marketing from a review of literature. Building upon observed areas of conceptual overlap between the relationship marketing and customer experience fields, we find new approaches to solving these challenges by integrating relationship marketing within a customer experience perspective.

Findings:
Our model positions relationship marketing processes as dynamic and non-linear within the context of key relationship parties’ holistic experiences, and proposes that relationship marketing outcomes such as loyalty can result from customer cognitive, emotional, behavioral, sensorial and spiritual responses to relationship marketing activities.

Originality / value:
To our knowledge this is first reconceptualization of relationship marketing that integrates a customer experience perspective. The model supports a new relationship marketing research agenda into promising areas such as customer response and digital relationships using a more diverse range of methods and theories.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: Relationship marketing, customer experience, conceptualization
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Centre for Communication & Consumption Research (C3ORE)
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 22 May 2018 10:12
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
URI: http://gala.gre.ac.uk/id/eprint/19761

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