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Relationship marketing: cocreation of value in complex customer relationships

conference contribution
posted on 2023-05-24, 18:35 authored by Kevin SwartsKevin Swarts
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 Proceedings

Editors

J Conduit, C Plewa and D Wilkie

ISBN

978-1-877040-65-8

Department/School

TSBE

Publisher

University of Adelaide

Place of publication

SA, Australia

Event title

ANZMAC Conference 2018

Event Venue

University of Adelaide, SA, Australia

Date of Event (Start Date)

2018-12-03

Date of Event (End Date)

2018-12-05

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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