The importance of trust in relationship marketing and the impact of self services technologies

Johns, R; Perrott, B

The importance of trust in relationship marketing and the impact of self services technologies

Johns, R Perrott, B

Permalink

Publisher:: Otago University
Publication Type:: Conference Proceeding
Citation:: Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 3386 - 3391
Issue Date:: 2007-01

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download full textAdobe PDF (26.78 kB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Johns, R	en_US
dc.contributor.author	Perrott, B	en_US
dc.contributor.editor	Thyne, M	en_US
dc.contributor.editor	Deans, K	en_US
dc.contributor.editor	Gnoth, J	en_US
dc.date	2007-12-03	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance, 2007, pp. 3386 - 3391	en_US
dc.identifier.uri	http://hdl.handle.net/10453/2188
dc.description.abstract	Technology has dramatically altered the way businesses operate in a Business-to-Business (B2B) context and has had profound influences on services, altering the way services are delivered (Bitner, Ostrom & Meuter, 2002). The increased use of self-service technologies (SSTs) could have a great impact on B2B relationships, yet there is little understanding of this in the literature. In the 1980s and 90s, a shift in marketing focus has seen an increased emphasis on Relationship Marketing (Morgan and Hunt, 1994). This conceptual paper seeks to explain relationship marketing, and the importance of building trust in order to develop a relationship marketing approach. Many authors stress the importance of trust in relationships, however, does not consider the impact of self service technologies on relationships. Further research is needed to understand the impact of SSTs on relationship marketing.	en_US
dc.publisher	Otago University	en_US
dc.relation.ispartof	Proceedings of the 2007 ANZMAC Conference 3Rs: Reputation, Responsibility and Relevance	en_US
dc.relation.ispartof	Australian and New Zealand Marketing Academy Conference	en_US
dc.title	The importance of trust in relationship marketing and the impact of self services technologies	en_US
dc.type	Conference Proceeding
utslib.location	Dunedin, NZ	en_US
utslib.location.activity	Dunedin, NZ	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
utslib.for	1503 Business and Management	en_US
dc.location.activity	Dunedin, NZ	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.place-of-publication	Dunedin, NZ	en_US
pubs.start-date	2007-12-03	en_US

Abstract:

Technology has dramatically altered the way businesses operate in a Business-to-Business (B2B) context and has had profound influences on services, altering the way services are delivered (Bitner, Ostrom & Meuter, 2002). The increased use of self-service technologies (SSTs) could have a great impact on B2B relationships, yet there is little understanding of this in the literature. In the 1980s and 90s, a shift in marketing focus has seen an increased emphasis on Relationship Marketing (Morgan and Hunt, 1994). This conceptual paper seeks to explain relationship marketing, and the importance of building trust in order to develop a relationship marketing approach. Many authors stress the importance of trust in relationships, however, does not consider the impact of self service technologies on relationships. Further research is needed to understand the impact of SSTs on relationship marketing.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/2188