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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

    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 Journal/Magazine › Journal article › peer-review

E-pub ahead of print

Standard

Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice. / Rooney, Tara; Krolikowska, Ewa; Bruce, Helen.
In: Journal of Relationship Marketing, 28.01.2020.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Rooney, T, Krolikowska, E & Bruce, H 2020, 'Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice', Journal of Relationship Marketing. https://doi.org/10.1080/15332667.2020.1717276

APA

Rooney, T., Krolikowska, E., & Bruce, H. (2020). Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice. Journal of Relationship Marketing. Advance online publication. https://doi.org/10.1080/15332667.2020.1717276

Vancouver

Rooney T, Krolikowska E, Bruce H. Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice. Journal of Relationship Marketing. 2020 Jan 28. Epub 2020 Jan 28. doi: 10.1080/15332667.2020.1717276

Author

Rooney, Tara ; Krolikowska, Ewa ; Bruce, Helen. / Rethinking Relationship Marketing as Consumer Led and Technology Driven : Propositions for Research and Practice. In: Journal of Relationship Marketing. 2020.

Bibtex

@article{c333fb854bec40009f84b6b1eee13e2b,
title = "Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice",
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.",
keywords = "Relationship marketing, technology, customer experience, customer relationship, consumer relationship",
author = "Tara Rooney and Ewa Krolikowska and Helen Bruce",
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",
year = "2020",
month = jan,
day = "28",
doi = "10.1080/15332667.2020.1717276",
language = "English",
journal = "Journal of Relationship Marketing",
issn = "1533-2675",
publisher = "Taylor & Francis",

}

RIS

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 -