Inclusion of Switching Behaviour into Relationship Marketing Model: A Theoretical Model
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Author(s)
Alnaimi, Husam
Gyrd-Jones, Richard
Perkins, Helen
Year published
2011
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Show full item recordAbstract
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 ...
View more >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.
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View more >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.
View less >
Conference Title
Proceedings of the Australian and New Zealand Marketing Academy Conference
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Copyright Statement
© The Author(s) 2011. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the authors.
Subject
Marketing Measurement