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Relationship marketing: cocreation of value in complex customer relationships
This research develops the idea that customer relationships are different within project-based industries, compared to the relationships used in the development of relationship marketing theory. For this research, this phenomenon is described as complex customer relationships. These relationships are examined in the context of the construction industry. It is theorised that complex customer relationships impact the transferability of relationship marketing theory. This research uses a mixed methods approach. A survey was sent to thousands of Australian builders, with 175 completed responses. Nineteen builders have been interviewed from three different states. This research is currently in the data analysis stage.
History
Publication title
ANZMAC 2018 Conference ProceedingsEditors
J Conduit, C Plewa and D WilkieISBN
978-1-877040-65-8Department/School
TSBEPublisher
University of AdelaidePlace of publication
SA, AustraliaEvent title
ANZMAC Conference 2018Event Venue
University of Adelaide, SA, AustraliaDate of Event (Start Date)
2018-12-03Date of Event (End Date)
2018-12-05Repository Status
- Restricted