Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1028635 | Industrial Marketing Management | 2006 | 14 Pages |
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.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Brian Low, Wesley J. Johnston,