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- W767519314 abstract "Many firms believe that the best way to inculcate loyalty and retain customers is to establish connections with them through relationship marketing. Unfortunately, only about half of the firms surveyed in a recent study indicated any level of success with it. The significant attention directed toward service classification suggests legitimate differences among service types that may moderate the effectiveness of relationship marketing efforts. This paper proposes a typology of service interactions that takes into account three critical dimensions of relationship marketing: anticipated future interaction, channel of interaction, and customer involvement. Corresponding propositions are offered to guide further research. This paper extends the conversation regarding the application of relationship marketing in services. Researchers can use the proposed framework and research propositions to further research in the field, and better equip business practitioners with the means to implement relationship marketing techniques more efficiently and effectively." @default.
- W767519314 created "2016-06-24" @default.
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- W767519314 date "2015-05-15" @default.
- W767519314 modified "2023-09-26" @default.
- W767519314 title "A Modified Framework of Service Encounter Types for the Application of Relationship Marketing in Services" @default.
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