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Rethinking relationship marketing as consumer led and technology driven: propositions for research and practice

Rethinking relationship marketing as consumer led and technology driven: propositions for research and practice

Rooney, Tara, Krolikowska, Ewa ORCID: 0000-0002-0739-2110 and Bruce, Helen L. (2020) Rethinking relationship marketing as consumer led and technology driven: propositions for research and practice. Journal of Relationship Marketing, 20 (1). pp. 42-61. ISSN 1533-2667 (Print), 1533-2675 (Online) (doi:https://doi.org/10.1080/15332667.2020.1717276)

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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.

Item Type: Article
Uncontrolled Keywords: relationship marketing, technology, customer experience, customer relationship, consumer relationship
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 24 Aug 2021 12:44
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
Selected for GREAT 2019: None
Selected for REF2021: None
URI: http://gala.gre.ac.uk/id/eprint/27128

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