Relationship Marketing in a Self-Service Context: No longer applicable?

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

To explore the impact of the use of self-service technologies on interfirm relationships, a grounded theory study was conducted. This article reviews the results and implications of an exploratory study conducted with a sample of Australian business bank customers and interviews with 6 Australian financial institutions. Findings indicate that 2 customer segments exist—a transaction-oriented segment and a relationship-oriented segment. Unlike existing literature that states that bank customers prefer relationships (K. Eriksson & R. Marquardt, 2001 Eriksson, K. and Marquardt, R. 2001. Is relationship theory applicable to Internet bank relationships?, Oslo, , Norway: Paper presented at the 17th Industrial Marketing and Purchasing Group Conference. [Google Scholar]), the present findings indicate that this is only the case for 1 segment of business customers
Original languageEnglish
Pages (from-to)91-115
Number of pages25
JournalJournal of Relationship Marketing
Volume11
Issue number2
DOIs
Publication statusPublished - 2012

Fingerprint

Interfirm relationships
Purchasing
Exploratory study
Google Scholar
Grounded theory
Self-service technology
Customer relationship
Financial institutions
World Wide Web
Norway
Industrial marketing
Bank relationships

Cite this

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title = "Relationship Marketing in a Self-Service Context: No longer applicable?",
abstract = "To explore the impact of the use of self-service technologies on interfirm relationships, a grounded theory study was conducted. This article reviews the results and implications of an exploratory study conducted with a sample of Australian business bank customers and interviews with 6 Australian financial institutions. Findings indicate that 2 customer segments exist—a transaction-oriented segment and a relationship-oriented segment. Unlike existing literature that states that bank customers prefer relationships (K. Eriksson & R. Marquardt, 2001 Eriksson, K. and Marquardt, R. 2001. Is relationship theory applicable to Internet bank relationships?, Oslo, , Norway: Paper presented at the 17th Industrial Marketing and Purchasing Group Conference. [Google Scholar]), the present findings indicate that this is only the case for 1 segment of business customers",
keywords = "Self-Service Technologies, Relationship Marketing, Technology",
author = "{Johns (nee Hughes)}, Raechel",
year = "2012",
doi = "10.1080/15332667.2012.682331",
language = "English",
volume = "11",
pages = "91--115",
journal = "Journal of Customer Service in Marketing and Management",
issn = "1069-2533",
publisher = "Routledge",
number = "2",

}

Relationship Marketing in a Self-Service Context: No longer applicable? / Johns (nee Hughes), Raechel.

In: Journal of Relationship Marketing, Vol. 11, No. 2, 2012, p. 91-115.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Relationship Marketing in a Self-Service Context: No longer applicable?

AU - Johns (nee Hughes), Raechel

PY - 2012

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AB - To explore the impact of the use of self-service technologies on interfirm relationships, a grounded theory study was conducted. This article reviews the results and implications of an exploratory study conducted with a sample of Australian business bank customers and interviews with 6 Australian financial institutions. Findings indicate that 2 customer segments exist—a transaction-oriented segment and a relationship-oriented segment. Unlike existing literature that states that bank customers prefer relationships (K. Eriksson & R. Marquardt, 2001 Eriksson, K. and Marquardt, R. 2001. Is relationship theory applicable to Internet bank relationships?, Oslo, , Norway: Paper presented at the 17th Industrial Marketing and Purchasing Group Conference. [Google Scholar]), the present findings indicate that this is only the case for 1 segment of business customers

KW - Self-Service Technologies

KW - Relationship Marketing

KW - Technology

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