Please use this identifier to cite or link to this item:
https://hdl.handle.net/2440/29436
Type: | Conference paper |
Title: | Variations in service relationships: a preliminary investigation |
Author: | Medlin, C. Rao Hill, S. |
Citation: | Proceedings of the Australia and New Zealand Marketing Academy Conference (ANZMAC), held in Adelaide, South Australia 2003 |
Publisher: | ANZMAC |
Publisher Place: | CDROM |
Issue Date: | 2003 |
ISBN: | 0868039837 |
Conference Name: | Australia and New Zealand Marketing Academy Conference (2003 : Adelaide, S.A.) |
Editor: | Rachel Kennedy, |
Statement of Responsibility: | Christopher Medlin and Sally Rao |
Abstract: | In this paper two perspectives of relationship marketing are highlighted and then reasons for variation in relationship types according to industry, product/service blend and customer orientation are discussed. Further, interaction and management purpose enter into development of relationships. Together these ideas suggest that no single relationship type exists; rather, at best, classes of relationships may be found and these may be useful for a firm trying to understand and manage its customer relationships. The remainder of the paper proposes a method for identifying stylised relationship models in the banking sector, where relationships with business customers are a blend of human activity and resource implications. |
Keywords: | relationship marketing segmentation relationship bonds |
Description (link): | http://smib.vuw.ac.nz:8081/WWW/ANZMAC2003/authors.php |
Appears in Collections: | Aurora harvest 6 Business School publications |
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