Detail Relationship marketing: Concurrent processes and customer profitability Bibliografi Author: Hutt, Michael D. (Advisor); Huntley, Julie Kay Topik: BUSINESS ADMINISTRATION; MARKETING|PSYCHOLOGY; SOCIAL Bahasa: (EN )    ISBN: 0-599-23754-6     Penerbit: Arizona State University     Tahun Terbit: 1999     Jenis: Theses - Dissertation Fulltext: 9924181.pdf (0.0B; 11 download) Abstract The nature of buyer-seller relationships has changed dramatically in the past decade as industrial firms move toward closer, more collaborative relationships. As a result, relational exchange theory is receiving increased focus in today's complex, global markets. In this environment, marketing's role as relationship managers is central to organizational success. As firms become leaner and flatter replacing traditional hierarchical functions with horizontal networks, marketing's integrative role in developing both internal working relationships and the quality of customer relationships is critical to firm survival. The purpose of this study was to examine the relational dimensions that drive profitable outcomes in buyer-seller relationships. Particular attention was given to isolating the impact of internal working relationships on successful customer relationships. First, customers provided an assessment of the business relationship. Second, the study explored the relationship between sales and service units that serve key customers. Finally, the influences of internal relationships, high-technology markets, and business-to-business service characteristics were examined to further define the role of relational drivers in profitable buyer-seller relationships. A high-technology, Fortune-100 firm provided the organizational context for the study. Participants from multiple industries and 4 geographical areas in the United States participated in the study. Data was collected from key information technology decision-makers in each customer account. Two-hundred-three customers provided their assessment of the business relationship in personal phone interviews yielding a 84.6 percent response rate. Sales and service representatives provided their assessment of the internal relationship by responding to mail surveys. Three-hundred-eighteen surveys were returned yielding a response rate of 66.7 percent. Using path analysis, the relationship model received strong support. All of the proposed relational constructs significantly influenced the quality of the customer relationship and resulting account penetration. Though not statistically significant, the influence of internal relationships and high-technology, service environments on the key relational variables provided noteworthy directional changes. Overall, the results strongly supported the proposed model and helped to clarify the roles of marketing's internal relationships and high-technology, service characteristics in successful customer relationships. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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