A prototyping analysis of relationship marketing constructs: what constructs to use when |
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Authors: | Tim Jones Jeff Murray Harvir Bansal |
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Institution: | 1. Faculty of Business Administration, Memorial University of Newfoundland, St. John’s, NL, Canada;2. Sam Walton College of Business, University of Arkansas, Fayetteville, AR, USA;3. Conrad School of Entrepreneurship and Business, University of Waterloo, Waterloo, ON, Canada |
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Abstract: | As relationship marketing research evolved, a number of key constructs emerged. Some scholars have argued that these constructs are not conceptually or empirically distinct. We investigate this phenomenon based on the premise that sustained research effort towards studying conceptually overlapping/redundant constructs, while treating them as independent, can hamper the development of the field. We use prototyping, a method adopted from psychology, to examine consumers’ views of these constructs, and then identify relationship contexts where constructs are distinct or redundant. |
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Keywords: | Relationships commitment loyalty relationship-satisfaction relationship-quality engagement prototyping |
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