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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]


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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 (Mr 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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