Relationship Marketing, Gender and Culture: Implications for Consumer Behavior
Ongoing relationships between firms and their customers are receiving renewed interest in marketing. Marketing research has shown that building strong customer relationships is a means for gaining a competitive advantage for firms (McKenna 1991; Reichheld 1993), and has benefits for consumers as well (Gwinner, Gremler and Bitner 1998). But in what circumstances is this most likely to be a viable form of advantage? What consumers would be more likely to want to engage in a relationship with a marketer? This paper builds on the existing consumer relationship marketing literature by providing insight into the characteristics of relational consumers, an issue requiring further research suggested by Berry (1995). Second, a conceptual framework with several propositions for future testing is proposed. Finally, by linking gender and cultural variables to relational marketing, this paper adds to the existing theory on relationship marketing.
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|Item Type:||Journal Article|
|Additional Information:||The contents of this journal can be freely accessed online via the journal's web page (see hypertext link).|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2001 Association for Consumer Research|
|Deposited On:||31 Oct 2008 00:00|
|Last Modified:||05 Jan 2011 13:39|
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