This study proposes a conceptual model for customer experience quality and its impact on customer relationship outcomes. Customer experience is conceptualized as the customer’s subjective response to the holistic direct and indirect encounter with the firm, and customer experience quality as...

In theory, Customer Relationship Management (CRM) technology and processes shouldhelp firms to identify the ‘right’ customers, understand their needs, predict theirbehaviour and develop tailored propositions. Yet numerous studies have found thatCRM projects have failed to deliver the...

The maturing of e-commerce, the diffusion of call centres into the B2B space and purchaser demands on price and service are leading to rapid change in the route to market in many B2B sectors, with shifting combinations of channels being offered to the customer in the search for advantage. In...

Market orientation is a well-known construct in the marketing literature. One reason for theextensive research on market orientation is that it is seen as the operationalization of themarketing concept itself.Extant literature provides evidence supporting the link between market orientation and...

Background and Purpose: In response to the cost transparency of the internet which has facilitated consumer switching behaviour, marketing practitioners have used the umbrella term of engagement to describe the experiential response to mechanisms by which consumers can be enticed and co-opted...

Despite the considerable number of electronic B2B marketplaces formed and the benefits cited as arising from their use, many have gone out of business. This exploratory study seeks to provide a qualitative exposition of the specific factors influencing the adoption of consortium-owned B2B...