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  • JRM-D-19-00062_R1

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Relationship Marketing on 28/01/2020, available online : https://www.tandfonline.com/doi/full/10.1080/15332667.2020.1717276

    Accepted author manuscript, 1.88 MB, PDF document

    Embargo ends: 28/07/21

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice

Research output: Contribution to journalJournal article

E-pub ahead of print
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<mark>Journal publication date</mark>28/01/2020
<mark>Journal</mark>Journal of Relationship Marketing
Number of pages20
Publication StatusE-pub ahead of print
Early online date28/01/20
<mark>Original language</mark>English

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-cus- tomer 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 recipro- cated 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 experi- ence on RM.

Bibliographic note

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Relationship Marketing on 28/01/2020, available online : https://www.tandfonline.com/doi/full/10.1080/15332667.2020.1717276