The changing nature of B2B relationships: A self-service perspective

    Research output: A Conference proceeding or a Chapter in BookConference contributionpeer-review

    Abstract

    This paper provides an overview of the impact of information technology on business relationships, using the theory of Relationship Marketing to provide a theoretical framework. A qualitative study in the Australian banking industry provides findings relating to the theory. The findings of this study provide evidence that while traditional Relationship Marketing theory is still applicable for some business customers, new theory is required for business customers who do not seek relationships. The findings indicate the necessity for further research to be developed which explores business customers who prefer to remain transaction-oriented, rather than develop interpersonal relationships.
    Original languageEnglish
    Title of host publicationAcademy of Marketing Conference : Services and Custome Relationship Management
    EditorsJulie Robson, Juliet Memery
    Place of PublicationUnited Kingdom
    PublisherAcademy of Marketing
    Pages1-11
    Number of pages11
    Publication statusPublished - 2014
    EventAcademy of Marketing Conference -Marketing Dimensions: People, places and spaces - Bournemouth, Bournemouth, United Kingdom
    Duration: 7 Jul 201410 Jul 2014
    https://www.academyofmarketing.org/conference/conference-history/conference-2014/

    Conference

    ConferenceAcademy of Marketing Conference -Marketing Dimensions: People, places and spaces
    Country/TerritoryUnited Kingdom
    CityBournemouth
    Period7/07/1410/07/14
    Internet address

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