Purpose – The purpose of the paper is to create an increased understanding of new product development processes concerning customer involvement. A relationship marketing perspective has provided the theoretical basis, allowing a new perspective. Design/methodology/approach – A qualitative,...

Purpose – The purpose of this paper is to explore how a change to a US policy about product testimonials affected bloggers and to understand bloggers’ perceptions of the organization-blogger relationship (OBR). Design/methodology/approach – This study utilizes a survey ( n =173) with...

Purpose – Banks and corporate customers have realized that bank-corporate relationship is important but little is known about why and how banks establish and exploit relationships. No comprehensive theory has explained relationship banking and in order to get a better understanding the purpose...

Because consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence consumption behavior. Additionally, consumers’ values composition may predispose them to interpret their relationships...

Purpose – The purpose of the study is to examine and develop a better understanding of triangle relationship between quality, customer relationship management (CRM) and customer loyalty (CL) which might lead to companies' competitiveness (CC). Design/methodology/approach – A research model...

Purpose – The purpose of this paper is to verify whether relationship marketing is a new paradigm that has replaced transactional marketing. Design/methodology/approach – A literature and empirical study indicated that relationship marketing is neither an invention of the late twentieth...

Purpose – Although relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and academics indicate that at least some consumers show reactance against loyalty programs, i.e. against...

Purpose – This research aims to explore the extent to which pub or bar discount cards that are distributed to students function as loyalty cards, or make a contribution to relationship building. The research also aims to make a contribution to the role of “instant discount” loyalty cards....

Purpose – The purpose of this paper is to investigate customer loyalty program membership effects from a multi‐faceted relational outcome perspective. Design/methodology/approach – A model was developed to assess hypothesized loyalty program effects on a series of linkages between...