Dissertation
Relationship strategies over the customer relationship lifecycle: the differential effect of individual versus organizational relationships
Washington State University
Doctor of Philosophy (PhD), Washington State University
05/2008
DOI:
https://doi.org/10.7273/000005867
Abstract
Relationship Marketing (RM) has been a core philosophy in the marketing discipline for the last 20 years. The foundational premise of RM is strategic management of the overall buyerseller relationship. With the high cost of implementing RM, the mixed performance implications, and the suggested asymmetry in benefits (tilted towards the seller), scholars and firms alike have begun to evaluate contextual and alignment strategies that may help us better understand how to make RM more effective. One such area that has received managerial attention, but limited empirical support, is the differential impact on RM of individual versus organizational relationships. Selling firms want to understand how to reduce the dependence on individual "key contact" boundary spanning employees without impacting the effectiveness of the overall relationship. This dissertation attempts to understand this dilemma by evaluating individual versus organizational relationships across the relationship lifecycle in a business-to-business context
Metrics
2 File views/ downloads
24 Record Views
Details
- Title
- Relationship strategies over the customer relationship lifecycle
- Creators
- Trent Wachner
- Contributors
- Jean L. Johnson (Chair)Yany Gregoire (Committee Member)Jonathan D Arthurs (Committee Member)
- Awarding Institution
- Washington State University
- Academic Unit
- Carson College of Business
- Theses and Dissertations
- Doctor of Philosophy (PhD), Washington State University
- Publisher
- Washington State University
- Number of pages
- 131
- Identifiers
- 99901055138801842
- Language
- English
- Resource Type
- Dissertation