Online relationship marketing : evolution and theoretical insights into online relationship marketing
Purpose: The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach: Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings: This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators. Research limitations/implications: The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications. Originality/value: The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.
Year of publication: |
2019
|
---|---|
Authors: | Thaichon, Park ; Liyanaarachchi, Gajendra ; Quach, Sara ; Weaven, Scott ; Bu, Yi |
Published in: |
Marketing Intelligence & Planning. - Emerald, ISSN 0263-4503, ZDB-ID 2023533-1. - Vol. 38.2019, 6 (28.08.), p. 676-698
|
Publisher: |
Emerald |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Thaichon, Park, (2021)
-
Online retailing and relationship marketing : the current landscape and future developments
Thaichon, Park, (2021)
-
Quach, Sara, (2020)
- More ...