Commentary: Opportunities and challenges of technology in relationship marketing
The concept of relationship marketing in the academic marketing literature is almost 40
years old. Since its inaugural mentioning (Berry, 1983), a rich body of conceptual and …
years old. Since its inaugural mentioning (Berry, 1983), a rich body of conceptual and …
Exploring online customer experience: A systematic literature review and research agenda
A Kacprzak, P Hensel - International Journal of Consumer …, 2023 - Wiley Online Library
This review aims to examine the latest research on online customer experience (OCE),
which can be defined as consumer's cognitive, emotional, and behavioral response to …
which can be defined as consumer's cognitive, emotional, and behavioral response to …
Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying
Electronic word of mouth (eWOM) has traditionally been examined as a prepurchase
behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given …
behavior when it is sought (eWOM-seeking) and a postpurchase behavior when it is given …
Seeing eye to eye: social augmented reality and shared decision making in the marketplace
Firms increasingly seek to improve the online shop** experience by enabling customers
to exchange product recommendations through social augmented reality (AR). We utilize …
to exchange product recommendations through social augmented reality (AR). We utilize …
Understanding customer brand engagement in brand communities: an application of psychological ownership theory and congruity theory
J Kumar - European Journal of Marketing, 2021 - emerald.com
Purpose The purpose of this study is the exploration of customer engagement with the brand
and brand community (dual foci) inside online brand communities and to assess the …
and brand community (dual foci) inside online brand communities and to assess the …
Social dollars in online communities: The effect of product, user, and network characteristics
Online communities have experienced burgeoning popularity over the last decade and have
become a key platform for users to share information and interests, and to engage in social …
become a key platform for users to share information and interests, and to engage in social …
What drives herding behavior in online ratings? The role of rater experience, product portfolio, and diverging opinions
Consumers' postpurchase evaluations have received much attention due to the strong link
between ratings and sales. However, less is known about how herding effects from …
between ratings and sales. However, less is known about how herding effects from …
[BOEK][B] Relationship marketing in the digital age
R Palmatier, L Steinhoff - 2019 - taylorfrancis.com
The concept of relationship marketing has been discussed among marketing academics and
managers since the early 1980s. But instead of reaching its maturity stage, relationship …
managers since the early 1980s. But instead of reaching its maturity stage, relationship …
Influences of reference group on users' purchase intentions in network communities: From the perspective of trial purchase and upgrade purchase
Reference group is an important factor influencing users' purchase in the network
communities. The reference group's influences involve informative influence and normative …
communities. The reference group's influences involve informative influence and normative …
Tolerating and managing failure: An organizational perspective on customer reacquisition management
Although reacquiring customers can lead to beneficial outcomes, reacquisition processes
are often unpleasant for employees, who may be required to admit and address failures …
are often unpleasant for employees, who may be required to admit and address failures …