Benefits of Convoy Model Theory for Explaining and Controlling Business-to-Customer Relationships. Issue 4 (2nd October 2018)

• Record Type: Journal Article
• Authors: Saath, Melanie; Schönitz, Marie-Sophie; Siems, Florian U.; Papen, Marie-Christin
• Is Part Of: Journal of relationship marketing. Volume 17:Issue 4(2018)
• Page Start: 292
• Page End: 310
• Publication Date: 2018-10-02
• Subjects: B2C -- convoy model theory -- customer relationship -- relationship marketing -- theory borrowing; Relationship marketing -- Periodicals; Marketing -- Management -- Periodicals; Customer services -- Quality control -- Periodicals; 658.812
• DOI: 10.1080/15332667.2018.1534061
• Languages: English
• ISSNs: 1533-2667

Abstract

Abstract: Relationship marketing has become an important part of today's economic research and practice that complements the traditional marketing approach. With regard to building a reliable theoretical foundation for this branch of science, the transference of established psychological and sociological theories is of particular significance. As an attempt to further frame the underlying theoretical basis, the present article focuses on discussing sociology's convoy model theory in view of business-to-customer relationships. On the one hand, this contributes to the progression of relationship marketing's fundamental conception. On the other hand, it provides management implications specific to a novel subject.