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| Author: | Peltier, J. (et al.) |
| Title: | Interactive IMC: The relational-transactional continuum and the synergistic use of customer data |
| Journal: | Journal of Advertising Research
2006 : JUN, VOL. 46:2, p. 146-159 |
| Index terms: | customer relations marketing communication segmentation business-to-business insurance |
| Language: | eng |
| Abstract: | This paper deals with the relational-transactional data in developing interactive Integrated Marketing Communication (IMC) relationships (hereafter as: r-ship. / r-ships.) in a business-to-business context in the auto insurance industry. All data types were found to be important. However, r-ship-oriented factors contributed more to perceived quality of the r-ship than did mixed or transaction variables. Also investigated was the ability to segment business customers employing a combination using the relational, mixed, and transactional (here as: r-m-tr.) data. The customer segments differed in their evaluations of the firm's performance on the various r-m-tr. factors, but not on their overall evaluation of the r-ship. This finding supports for the notion that different customer segments are interested in different types of r-ships. |
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