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

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
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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.
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