Relationship intention and length of customer–firm associations in two emerging markets

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dc.contributor.author Mostert, P.G. (Pierre)
dc.contributor.author Steyn, Derik
dc.contributor.author Bautista Jr, Reynaldo
dc.date.accessioned 2018-05-17T05:43:37Z
dc.date.issued 2018
dc.description.abstract Despite the benefits of following a relationship marketing approach, firms should use caution when targeting customers with relationship marketing strategies as not all customers want to enter into long-term relationships. Targeting customers based on the length of customer-firm association could also be flawed as the success of doing so is disputed. This study explored relationship intention under cell phone customers in two emerging markets, namely the Philippines and South Africa. Findings show that relationship marketing strategies should only be focused on customers displaying high relationship intentions rather than, erroneously, investing in relationships with customers based on association length. en_ZA
dc.description.department Marketing Management en_ZA
dc.description.embargo 2019-10-25
dc.description.librarian hj2018 en_ZA
dc.description.sponsorship The National Research Foundation of South Africa (IFR170213222568). en_ZA
dc.description.uri https://www.tandfonline.com/loi/wsmq20 en_ZA
dc.identifier.citation Pierre Mostert, Derik Steyn & Reynaldo Bautista Jr (2018) Relationship Intention and Length of Customer–Firm Associations in Two Emerging Markets, Services Marketing Quarterly, 39:3, 175-192, DOI: 10.1080/15332969.2018.1456830. en_ZA
dc.identifier.issn 1533-2969 (print)
dc.identifier.issn 1533-2977 (online)
dc.identifier.other 10.1080/15332969.2018.1456830
dc.identifier.uri http://hdl.handle.net/2263/64951
dc.language.iso en en_ZA
dc.publisher Routledge en_ZA
dc.rights © 2018 Informa UK Limited, trading as Taylor & Francis Group. This is an electronic version of an article published in Services Marketing Quarterly, vol. 39, no. 3, pp. 175-192, 2018, doi : 10.1080/15332969.2018.1456830. Services Marketing Quarterly is available online at : https://www.tandfonline.com/loi/wsmq20 [18 months embargo] en_ZA
dc.subject Association length en_ZA
dc.subject Emerging markets en_ZA
dc.subject Expectations en_ZA
dc.subject Feedback en_ZA
dc.subject Forgiveness en_ZA
dc.subject Fear of relationship loss en_ZA
dc.subject Involvement en_ZA
dc.subject Relationship marketing en_ZA
dc.subject Relationship intention en_ZA
dc.title Relationship intention and length of customer–firm associations in two emerging markets en_ZA
dc.type Postprint Article en_ZA


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