Abstract
Technology has dramatically altered the way businesses operate in a Business-to-Business
(B2B) context and has had profound influences on services, altering the way services are
delivered (Bitner, Ostrom & Meuter, 2002). The increased use of self-service technologies
(SSTs) could have a great impact on B2B relationships, yet there is little understanding of this
in the literature. In the 1980s and 90s, a shift in marketing focus has seen an increased
emphasis on Relationship Marketing (Morgan and Hunt, 1994). This conceptual paper seeks
to explain relationship marketing, and the importance of building trust in order to develop a
relationship marketing approach. Many authors stress the importance of trust in relationships,
however, does not consider the impact of self service technologies on relationships. Further
research is needed to understand the impact of SSTs on relationship marketing
| Original language | English |
|---|---|
| Title of host publication | Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007 : Proceedings |
| Editors | M Thyne, K.R Deans, P.J Gnoth |
| Place of Publication | Dunedin, New Zealand |
| Publisher | University of Otago |
| Pages | 3386-3391 |
| Number of pages | 6 |
| ISBN (Print) | 9781877156299 |
| Publication status | Published - 2007 |
| Event | ANZMAC 2007 - Dunedin, Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
| Conference | ANZMAC 2007 |
|---|---|
| Country/Territory | New Zealand |
| City | Dunedin |
| Period | 3/12/07 → 5/12/07 |