haku: @indexterm Relationship marketing / yhteensä: 249
viite: 34 / 249
| Tekijä: | Fernandes, T.M. Proenca, J.F. |
| Otsikko: | The blind spot of relationships in consumer markets: The consumer proneness to engage in relationships |
| Lehti: | Journal of Marketing Management
2008 : VOL. 24:1-2, p. 153-168 |
| Asiasana: | relationship marketing consumers markets models |
| Kieli: | eng |
| Tiivistelmä: | This paper deals with the nature of relationships btw. consumers and firms, developing a dyadic conceptual model for consumer markets. It is questioned whether a relationship necessarily is the preferred state from the customer's perspective or if this is merely in the mind of the seller. Based on empirical data gathered from interviews and focus group discussions embedded in three cases from banking, mobile communications and retailing services, it is shown that customers may differ as to the types of relationships they require and in how they may want to transact or relate. It is concluded that different situations are likely to coexist with different consumers. |
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