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Relationship marketing: cocreation of value in complex customer relationships
Citation
Swarts, KM, Relationship marketing: cocreation of value in complex customer relationships, ANZMAC 2018 Conference Proceedings, 3-5 December, University of Adelaide, SA, Australia ISBN 978-1-877040-65-8 (2018) [Conference Extract]
 | PDF (RELATIONSHIP MARKETING: CO-CREATION OF VALUE IN COMPLEX CUSTOMER RELATIONSHIPS) Pending copyright assessment - Request a copy 419Kb |
Official URL: https://anzmac.wildapricot.org/Conference-2018
Abstract
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.
Item Details
| Item Type: | Conference Extract |
|---|---|
| Keywords: | relationship marketing, service, construction |
| Research Division: | Commerce, Management, Tourism and Services |
| Research Group: | Marketing |
| Research Field: | Marketing management (incl. strategy and customer relations) |
| Objective Division: | Economic Framework |
| Objective Group: | Management and productivity |
| Objective Field: | Marketing |
| UTAS Author: | Swarts, KM (Dr Kevin Swarts) |
| ID Code: | 131849 |
| Year Published: | 2018 |
| Deposited By: | TSBE |
| Deposited On: | 2019-04-09 |
| Last Modified: | 2019-07-05 |
| Downloads: | 0 |
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