Johns, Raechel, Low, David, and Blackman, Deborah (2009) Information technology and relationship marketing in an inter-firm context: implications for research. In: Proceedings of the Australian and New Zealand Marketing Academy Annual Conference (2009) From: 2009 Proceedings of the Australian and New Zealand Marketing Academy Annual Conference, 30 November - 2 December 2009, Melbourne, VIC, Australia.

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Abstract

The focus in the relationship marketing literature is often on retaining customers, and the use of face-to-face relationships. Although the use of technology in business is continually increasing and consequently, limited research addresses the impact of technology on relationships. While it is accepted that trust is necessary for relationships (Morgan and Hunt, 1994) there is little evidence to suggest what impact technology has on these relationships, other than value adding (Stone and Woodcock, 1997). This paper reviews the impact of technology on relationships and concludes with a series of research propositions for an exploratory study. Due to the higher perceived risk of purchasing services, and increased importance on trust, this paper particularly focuses on Relationship Marketing in a service context.

Item ID:	26905
Item Type:	Conference Item (Research - E1)
ISBN:	978-1-86308-158-0
Keywords:	e-novation, e-commerce
Related URLs:	Publisher
Date Deposited:	10 Jul 2013 00:29
FoR Codes:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl Strategy and Customer Relations) @ 100%
SEO Codes:	91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 100%
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