From transactions to relationships: a study of the factors inducing customers to change the time orientation of the relationship.

• Autores: Yolanda Polo Redondo, Francisco Javier Sesé Oliván
• Localización: XX Encuentro de Profesores Universitarios de Marketing [Recurso electrónico]: Universidad de Las Palmas de Gran Canaria, 17-18-19 de septiembre de 2008, 2008, ISBN 978-84-7356-565-3, pág. 116
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • Successful customer relationship management requires a proper understanding of how the time orientation of the customer-firm relationship changes over time. Knowledge about the factors that affect the relationship development process is important because different relationship orientations have different implications in terms of firm performance and marketing strategy. In this study, the authors investigate the role of relational and marketing variables in inducing customers to change their relationship orientation from a non-contractual, short-term orientation to a contractual, long term one. The study empirically validates the conceptual framework proposed in the mobile phone industry by using a longitudinal dataset that combines customer behavioral information with firm marketing activities.