Conceptualising communications strategy from a relational perspective |
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Authors: | Kirsti Lindberg-Repo [Author Vitae] Christian Grönroos [Author Vitae] |
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Institution: | CERS, Center for Relationship Marketing and Services Management, Hanken, Swedish School of Economics and Business Administration, P.O. Box 479, FIN-00010 Helsinki, Finland |
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Abstract: | Service firms are recognising the strategic importance of and the benefits associated with integrated relationship communications with customers. Based on the results of a 5-year research study, this article presents a trimodal conceptualisation of relationship communication that highlights the process of value generation in a relational context. This conceptualisation represents a strategic approach to managing communications to maximise value creation as the relationship between buyer and seller is enhanced. In this conceptualisation, communication is seen as a linking process that connects the customer and the firm in the generation of value via three modes of communication: planned communication, contact, and connectedness. The managerial relevance of the new conceptualisation is introduced through a case study of Finnair, the Finnish national airline, in which the phases of buyer-seller interaction are examined. |
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Keywords: | Trimodal conceptualisation Connectedness Planned communication Contact creation |
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