Close to the customer: But is it really a relationship?

Barnes, James G.

doi:10.1080/0267257x.1994.9964304

Cited by 164 publications

(123 citation statements)

References 11 publications

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“…To the best of our knowledge, little or no consideration of the microcontext of the relationship has occurred in RM research. This shortcoming has been emphasised by Barnes,14 who fi nds that relationships may differ in kind, depending on the depth of involvement. Customers may, for instance, be locked in by erecting barriers to exit through high switching costs.…”

Section: Original Articlementioning

confidence: 99%

“…14 On the basis of a survey of 400 retail bank customers, Barnes 22 concludes that it is not ' inconceivable that customers may be retained, often for very long periods, without a genuine relationship being presented ' (p. 767). 22 Thereby, he distinguishes genuine customer relationships from artifi cial ones, where he sees a serious lack of the genuine ones in the practical outcome of RM.…”

Section: Towards An Intersubjective Understanding Of a Relationshipmentioning

confidence: 99%

“…In this respect, retention achieves a relatively limited motivation for the customer to engage actively in the development of the relationship. 14 The main purpose of this article is to conceptualise the qualitatively different ways customers experience face-to-face interactions with a bank, as a potential means of contributing to theory building. Using a framework of intersubjectivity, an empirical study was conducted to determine, based on the customer ' s own words, what is experienced in the interaction between the customer and the bank.…”

Section: Original Articlementioning

confidence: 99%

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Customers’ ways of making sense of a financial service relationship through intersubjective mirroring of others

Eriksson

Söderberg

2010

J Financ Serv Mark

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Kent Erikssonis a professor, chair in applied business studies and is the director of research at the Centre for Banking and Finance (CEFIN) at Royal Institute of Technology. He is an advisor to several doctoral students within the multidisciplinary research environment of CEFIN and has written several books and published articles internationally in the fi eld of retail banking. He has published in the Strategic Management Journal , the Journal of International Business Studies , Journal of Business Research , Industrial Marketing Management among others. Inga-Lill S ö derbergis a doctoral candidate at the Centre for Banking and Finance at Royal Institute of Technology. Her thesis focuses on the ways customers and service providers create new routines to handle the uncertainties entailed in the intersubjectivity of business interactions at bank branches.ABSTRACT The importance of relationships between buyer and sellers in marketing research is well established. This study contributes to relationship marketing (RM) research as it examines the microfoundations of fi nancial service buyer and seller relationships. The study uses intersubjective theory and a qualitative method with the purpose of conceptualising the qualitatively different ways customers experience faceto-face interactions with a service provider. An empirical study is conducted to determine, based on the customer ' s own words, what is experienced in the interaction between the customer and the provider. Findings from the empirical material show that not all personal interactions between customers and a service provider, in this case a bank, can be labelled as relationships. Instead, what customers do perceive as a relationship is an encounter where the interaction entails symmetry in the way the customer and the provider mirror each other. When customers receive a treatment in opposition to an expectation of intersubjectivity, they will not refer to the situation as a relationship and, subsequently, according to the underlying assumptions of RM, do not willingly engage in further business with the provider.

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Section: Original Articlementioning

confidence: 99%

Section: Towards An Intersubjective Understanding Of a Relationshipmentioning

confidence: 99%

Section: Original Articlementioning

confidence: 99%

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Customers’ ways of making sense of a financial service relationship through intersubjective mirroring of others

Eriksson

Söderberg

2010

J Financ Serv Mark

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“…Para Benjamin J. Shaver (2012) Tradicionalmente, las empresas han concentrado sus esfuerzos de mercadeo en atraer a nuevos clientes para maximizar los beneficios, pero durante las últimas décadas, las em-presas orientadas a los servicios se han desplazado de esta estrategia de mercadeo tradicional hacia un enfoque "relationship-marketing" que se centra en el desarrollo de relaciones a largo plazo con los clientes existentes (Barnes, 1994, citado en Shaver, 2012. Este enfoque asume que la retención de clientes satisfechos en última instancia resultar más rentable que gastar continuamente presupuesto de mercadeo en la obtención de nuevos clientes.…”

Section: Articulación De La Universidad Con La Internacionalización Yunclassified

Prácticas de mercadeo en instituciones de educación superior en el contexto de la globalización.

Botero

2017

PATA

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Esta investigación tiene un enfoque cualitativo-exploratorio sustentado en la revisión bibliográfica y el análisis documental de las experiencias publicadas sobre Sistemas de Información de Mercadeo y dirección estratégica de mercadeo educativo, en antecedentes encontrados en bases de datos académicas como Scopus y Procuest con el fin de obtener un insumo de las mejores prácticas de mercadeo para el diseño del SIM de la Universidad Pontificia Bolivariana.Sin embargo, después del análisis realizado a los documentos descargados, se evidenció que actualmente las universidades no tienen estructurado el proceso administrativo de comercialización del servicio de educación superior en un SIM, sino más bien utilizan diferentes estrategias como la Orientación al mercado, estrategias de CRM, o Gestión de marca para vender el servicio educativo. Por tal motivo, las evidencias encontradas incentivan la profundización de investigación en este tema y abren la puerta al debate conceptual frente a las estrategias y herramientas utilizadas en la comercialización del servicio educativo.El impacto social de esta investigación enfatiza la responsabilidad de las Universidades en formar integralmente a las personas que la constituyen buscando siempre el progreso y mejoramiento continuo de los procesos de gestión administrativa institucional en pro de la cooperación directa en el desarrollo de seres de cultura y sociedad.

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“…Several studies have aimed at identifying so-called ' relational benefi ts ' , that is benefi ts perceived by customers as a result of their long-lasting relationships with service companies ( Gwinner et al , 1998 ;Reynolds and Beatty, 1999 ;Patterson and Smith, 2001 ;Hennig-Thurau et al , 2002 ;Yen and Gwinner, 2003 ;MarzoNavarro et al , 2004 ;V á zquez-Carrasco and Foxall, 2006 ). In this sense, the presence of benefi ts derived from the simple existence of a relationship, independent of the main service, have been distinguished ( Barnes, 1994 ), emphasising the distinction between the benefi ts offered by the provider and the psychological perceived meaning or utility perceived by the customer ( Crawford, 1985 ;Friedmann and Lessig, 1987 ).…”

Section: Relational Benefits and Costsmentioning

confidence: 99%

Relationship benefits and costs in retailing: A cross-industry comparison

Berenguer‐Contrí¹,

Ruiz‐Molina

Saura³

2009

J Retail Leisure Property

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Relationship marketing is based on the establishment and maintenance of continuous relationships between buyer and seller as a source of mutual benefi ts. Following this approach, customers ' evaluations of benefi ts and monetary and non-monetary sacrifi ces derived from their relationships with the retailer are crucial for the existence of ongoing and successful relationships. Such a perception may, however, vary greatly depending on the type of service provided. In this paper, we analyse customers ' assessments of the benefi ts and costs of their relationships with four types of retailers.

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Close to the customer: But is it really a relationship?

Cited by 164 publications

References 11 publications

Customers’ ways of making sense of a financial service relationship through intersubjective mirroring of others

Customers’ ways of making sense of a financial service relationship through intersubjective mirroring of others

Prácticas de mercadeo en instituciones de educación superior en el contexto de la globalización.

Relationship benefits and costs in retailing: A cross-industry comparison

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