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.
|Title of host publication||Academy of Marketing Conference : Services and Custome Relationship Management|
|Editors||Julie Robson, Juliet Memery|
|Place of Publication||United Kingdom|
|Publisher||Academy of Marketing|
|Number of pages||11|
|Publication status||Published - 2014|
|Event||Academy of Marketing Conference -Marketing Dimensions: People, places and spaces - Bournemouth, Bournemouth, United Kingdom|
Duration: 7 Jul 2014 → 10 Jul 2014
|Conference||Academy of Marketing Conference -Marketing Dimensions: People, places and spaces|
|Period||7/07/14 → 10/07/14|
JOHNS, R. (2014). The changing nature of B2B relationships: A self-service perspective. In J. Robson, & J. Memery (Eds.), Academy of Marketing Conference : Services and Custome Relationship Management (pp. 1-11). United Kingdom: Academy of Marketing.