by : Nichola L Robertson
Abstract
A void identified within the Relationship Marketing literature is the lack of research on dissatisfactory or problem relationships, so the utilisation of work that has been conducted in the area of Consumer Complaint Behaviour (CCB) is appropriate. Therefore, this paper identifies ways in which the CCB literature may be used to advance knowledge in the field of Relationship Marketing. As the context of this paper is consumer - service provider relationships, an assessment is made of some of the implications of technology-infusion in service encounters, at two levels, namely at the broad relationship marketing level, that is, the likely impact of technology infusion on consumer - service provider relationships, and then more specifically regarding implications for CCB.
Introduction
Relationship problems have been studied in a number of discipline areas, yet within the Relationship Marketing literature there appear to be very few studies that have employed the Consumer Complaint Behaviour (CCB) literature to address questions and issues that remain unanswered pertaining to relationship problems. The recent article of Tax, Brown and Chandrashekaren (1998) appears to be one of the few studies that have bridged these fields.
Therefore, one purpose of this article is to suggest how the CCB stream of research may offer a potential way forward for Relationship Marketing. It was decided that the context of this study would be the consumer - service provider relationship, for two reasons: Firstly, it is considered that services usually entail higher consumer dissatisfaction than .......................... (baca_selengkapnya )
Introduction
Relationship problems have been studied in a number of discipline areas, yet within the Relationship Marketing literature there appear to be very few studies that have employed the Consumer Complaint Behaviour (CCB) literature to address questions and issues that remain unanswered pertaining to relationship problems. The recent article of Tax, Brown and Chandrashekaren (1998) appears to be one of the few studies that have bridged these fields.
Therefore, one purpose of this article is to suggest how the CCB stream of research may offer a potential way forward for Relationship Marketing. It was decided that the context of this study would be the consumer - service provider relationship, for two reasons: Firstly, it is considered that services usually entail higher consumer dissatisfaction than .......................... (baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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