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
Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License
Final published version
Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
}
TY - JOUR
T1 - Rethinking Relationship Marketing as Consumer Led and Technology Driven
T2 - Propositions for Research and Practice
AU - Rooney, Tara
AU - Krolikowska, Ewa
AU - Bruce, Helen
N1 - 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
PY - 2020/1/28
Y1 - 2020/1/28
N2 - 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.
AB - 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.
KW - Relationship marketing
KW - technology
KW - customer experience
KW - customer relationship
KW - consumer relationship
U2 - 10.1080/15332667.2020.1717276
DO - 10.1080/15332667.2020.1717276
M3 - Journal article
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
SN - 1533-2675
ER -