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- W2003042836 abstract "Service firms are recognising the strategic importance of and the benefits associated with integrated relationship communications with customers. Based on the results of a 5-year research study, this article presents a trimodal conceptualisation of relationship communication that highlights the process of value generation in a relational context. This conceptualisation represents a strategic approach to managing communications to maximise value creation as the relationship between buyer and seller is enhanced. In this conceptualisation, communication is seen as a linking process that connects the customer and the firm in the generation of value via three modes of communication: planned communication, contact, and connectedness. The managerial relevance of the new conceptualisation is introduced through a case study of Finnair, the Finnish national airline, in which the phases of buyer–seller interaction are examined." @default.
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- W2003042836 date "2004-04-01" @default.
- W2003042836 modified "2023-09-25" @default.
- W2003042836 title "Conceptualising communications strategy from a relational perspective" @default.
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- W2003042836 doi "https://doi.org/10.1016/j.indmarman.2003.10.012" @default.
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