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

Research output: A Conference proceeding or a Chapter in BookConference contribution

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
CountryUnited Kingdom
CityBournemouth
Period7/07/1410/07/14
Internet address

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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.