Now showing items 1-4 of 4
Relationship quality as antecedent of customer relationship proneness: a cross-cultural study between Spain and Mexico [Presentation]
Some factors such as the globalization and the development of information technologies are changing the dynamics of the relationship marketing bases. The new competitive framework defined by the relevance of online channels ...
The role of social effects and perceived risk in driving profitable online customer interactions [Presentation]
The emergence of online channels has been of special relevance, as it has promoted a more active participation of consumers in the value creation process. In this study, we draw from the Stimulus-Organism-Response model ...
Analysing relationship quality and its contribution to consumer relationship proneness [Presentation]
Relationship marketing has been the dominant paradigm in the sphere of marketing in the last decades. However, aspects such as globalisation, development of information technologies, or the growing competitiveness pressure ...
Towards a co-creation framework in the retail banking services industry: a cross-cultural analysis [Presentation]
An underlying theme in modern marketing is the notion that value is not solely created within the boundaries of the firm, it is created co-jointly with outside parties. This paper aims to study the outcomes of co-creation ...