The Future of Relationship Marketing

The impact of a positive buyer-seller relationship on the profits and customer retention of any company should never be minimized. The Future of Relationship Marketing presents carefully chosen proceedings from the Eleventh Annual Colloquium in Relationship Marketing (Cheltenham, United Kingdom, 2003). Leading experts reveal the latest studies and provide unique insights into the behaviors and dynamic strategies needed to maximize a positive relationship with the all-important customer. Each chapter is extensively referenced, and many include graphs and figures to reinforce concepts and ideas.

Preface

xi

The Future of Relationship Marketing

1

(10)

Adrian Palmer

David Bejou

Relationship Marketing and the Challenge of Dialogical Interaction

11

(18)

Richard J. Varey

David Ballantyne

Trust, Satisfaction and Loyalty in Customer Relationship Management: An Application of Justice Theory

29

(14)

Lyle R. Wetsch

Are Variety-Seekers Bad Customers? An Analysis of the Role of Recommendations in the Service Profit Chain

43

(16)

Herbert Woratschek

Chris Horbel

The 4Ps of Relational Marketing, Perspectives, Perceptions, Paradoxes and Paradigms: Learnings from Organizational Theory and the Strategy Literature

59

(26)

Jaqueline Pels

Michael Saren

An Exploratory Analysis of CRM Implementation Models

85

(20)

Stephan C. Henneberg

Developing Buyer-Seller Relationships Through Face-to-Face Negotiations

105

(18)

Tracy G. Harwood

Index

123

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The Future of Relationship Marketing

Summary

Table of Contents

Supplemental Materials