Relationship intention and length of customer–firm associations in two emerging markets

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Article

Source Title

Services Marketing Quarterly

Volume

39

Issue

3

First Page

175

Last Page

192

Publication Date

7-3-2018

Abstract

Despite the benefits of following a relationship marketing approach, firms should use caution when targeting customers with relationship marketing strategies as not all customers want to enter into long-term relationships. Targeting customers based on the length of customer-firm association could also be flawed as the success of doing so is disputed. This study explored relationship intention under cell phone customers in two emerging markets, namely the Philippines and South Africa. Findings show that relationship marketing strategies should only be focused on customers displaying high relationship intentions rather than, erroneously, investing in relationships with customers based on association length. © 2018, © 2018 Taylor & Francis Group, LLC.

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Digitial Object Identifier (DOI)

10.1080/15332969.2018.1456830

Disciplines

Marketing

Keywords

Relationship marketing

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