![Relationship equity and switching behavior in the adoption of new [An article from: Industrial Marketing Management]](https://www.ebooknetworking.net/books/B00/0P6/bigB000P6O0M8.jpg)
Relationship equity and switching behavior in the adoption of new [An article from: Industrial Marketing Management]
Price not available for France
You can still browse on Amazon. Try another country above.
Book Details
Author(s)
B. Low, W.J. Johnston
Publisher
Elsevier
ISBN / ASIN
B000P6O0M8
ISBN-13
978B000P6O0M6
Marketplace
France 🇫🇷
Description
This digital document is a journal article from Industrial Marketing Management, published by Elsevier in 2006. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.
Description:
This paper first defines and then presents a model of ''relationship equity'' for business markets. It points out that the potential benefits of managing relationship equity have been largely ignored and that a general model and stream of relevant research questions could be useful to marketing and relationship practitioners. The model developed considers the special case of key account management as antecedent, two different types of moderator variables, relationship equity as a perception by the buyer, and switching behavior via adoption of new telecommunication services as a result of this perception. The model is used as a basis for developing a number of working propositions.
Description:
This paper first defines and then presents a model of ''relationship equity'' for business markets. It points out that the potential benefits of managing relationship equity have been largely ignored and that a general model and stream of relevant research questions could be useful to marketing and relationship practitioners. The model developed considers the special case of key account management as antecedent, two different types of moderator variables, relationship equity as a perception by the buyer, and switching behavior via adoption of new telecommunication services as a result of this perception. The model is used as a basis for developing a number of working propositions.
