Total Relationship Marketing

Gummesson, Evert

doi:10.4324/9780080880112

Cited by 307 publications

(364 citation statements)

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“…The relationship marketing introduced in the late 1980s by the Nordic school (Grönroos 1994(Grönroos , 1999Gummesson 2012) and IMP Group (Håkansson 1982;Ford et al 2010;Holmlund and Törnroos 1997) challenged this traditional point of view, focusing on the concepts of the interaction, value, relationships and network. According to these schools of thought, the value for the business derives from the repeated interactions with the customers.…”

Section: Behavioural Approach: From Interaction To Relationmentioning

confidence: 99%

“…In everyday language, a relationship describes a connection or association between two or more people or things (Foo et al 2008;Gummesson 2012). Relations can be observed among parts of an artificial system (Bruegge and Dutoit 2010) and relationships between individuals (person-to-person, interpersonal), between an individual and a firm or group of people (person-to-firm, firm-to-person), and between firms (firm-to-firm, interfirm) (Palmatier 2008).…”

Section: Structural Approach: From Relation To Interactionmentioning

confidence: 99%

“…In other words, the studies that have a behavioural orientation first discuss the concept of interaction and then a relationship is defined in terms of interaction. The studies based on the transactional marketing approach define an interaction as a mutual or reciprocal action between two or more parties (Gummesson 2012). This approach is focused on the products, with the interaction, usually called transaction or exchange, representing the transfer of goods, services, information or money between two parties.…”

Section: Behavioural Approach: From Interaction To Relationmentioning

confidence: 99%

“…The theories and models defined in the Relational Marketing (Gummesson 2012;Håkansson and Shenota 1995;Holmlund and Törnroos 1997) or Customer Relation Management (Chen and Popovich 2003;Zablah et al 2004;Buttle and Maklan 2015) are representative of the behavioural approach to the definition of relationship. The initial focus is on the interaction, with the relationship then being perceived as a succession of long-lasting, repeated interactions equipped with characterizing properties.…”

Section: Introductionmentioning

confidence: 99%

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The interaction type approach to relationships management

Nota

Aiello

2017

J Ambient Intell Human Comput

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One important paradigm proposed in literature by the scientific community that advocates the viable system approach is the structure-system dichotomy for the capability to simplify the investigation of a phenomenon and recognize its scope and implications. The purpose of this paper is to provide a contribution to the debate which concerns the structure-system approach introducing the concept of interaction type as a bridge linking the relationship concept to that of interaction. The interaction type is first introduced in its simplest form using an UML class diagram that points out its role when the observer views changes from structure to system and from system to structure. Then, the recursive nature of interaction types is discussed in order to show how complex relationships, that involve more parties at several interaction levels, can be better represented and used. Finally, a model for the representation of transactions is proposed in which a transaction type can be interpreted as a particular case of interaction type and a transaction as an ordered set of interactions. Two case studies are presented in the paper; the first concerns an example of fund transfer and highlights how the interaction type hierarchy can be applied. The second case study is from the port community system of South Italy and shows how a clearance to enter or leave national waters can be described as "departure from" and "arrival to" interaction types.

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Section: Behavioural Approach: From Interaction To Relationmentioning

confidence: 99%

Section: Structural Approach: From Relation To Interactionmentioning

confidence: 99%

Section: Behavioural Approach: From Interaction To Relationmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The interaction type approach to relationships management

Nota

Aiello

2017

J Ambient Intell Human Comput

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“…Since the past decade, marketer and practitioner increasingly put their attention and effort on managing current or existing customer as critical source of customer value [16], [17]. Defensive marketing strategy is the body of knowledge that uses customer as a shield in their battled with rival in a specific market [1], [18].…”

Section: Customer Retention Strategymentioning

confidence: 99%

Exploring the Linkage between Peripheral Vision and the Choice of Marketing Strategy

Heriyati¹

2014

IJTEF

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Abstract-Firm and industry are facing challenge from external environment and internally they have limited resource and capability. This condition may lead to firm's inflexibility in adopting marketing strategy. Therefore, to win competition firm should apply good strategy and master market knowledge. This study aims to assess firm peripheral vision capability and its impact to firm's decision over marketing strategy competitiveness. The peripheral typology consists of four quadrants: Vigilant, Neurotic, Focused and Vulnerable. The linkage of this typology and strategic decision will provide useful guide and important insight into firm's strategic behavior. Marketing strategy alternatives divided into two categorizations: customer acquisition and customer retention strategy. The finding of this study shows that in turbulence and stable environment, firm with high peripheral vision capability (Vigilant and Neurotic) will likely to adopt customer acquisition strategy and act aggressive in acquiring new customers. For firms with low peripheral vision capability (Focused and Vulnerable) they found to have indifference over adoption of customer acquisition retention strategy.

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Affective commitment and future purchase intentions in the performing arts: An empirical approach

Gervilla

Ventura

2015

Can J Adm Sci

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We examine whether affective commitment can influence customers' future purchase intentions. Our empirical approach focuses on the performing arts sector in which we interviewed 927 theatregoers at the entrances or exits to 150 theatres throughout Spain. The theoretical relationship management model proposed herein provides an analysis of the role played by satisfaction, trust, and commitment in future purchase intentions. Our findings reveal that affective commitment mediates the relationship between future purchase intention and both satisfaction and trust. We discuss the theoretical and management implications of our findings and identify some possible future research directions. Copyright © 2015 ASAC. Published by John Wiley & Sons, Ltd.

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Total Relationship Marketing

Cited by 307 publications

References 0 publications

The interaction type approach to relationships management

The interaction type approach to relationships management

Exploring the Linkage between Peripheral Vision and the Choice of Marketing Strategy

Affective commitment and future purchase intentions in the performing arts: An empirical approach

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