Relationship equity and switching behavior in the adoption of new telecommunication services |
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Authors: | Brian Low [Author Vitae] Wesley J. Johnston [Author Vitae] |
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Affiliation: | a University of Western Sydney, Locked Bag 1797, Penrith South DC, NSW 1797, Australia b J. Mack Robinson College of Business, Georgia State University, Atlanta, GA 30303 3083, USA |
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Abstract: | 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. |
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Keywords: | Relationship equity Key account management New telecommunication services |
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