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Three essays on the antecedents and consequences of social bonding in relationship marketing

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Defense Thèse de doctorat : Univ. Genève, 2014 - SES 855 - 2014/07/09
Abstract The relationship marketing literature generally agrees on considering that several key relational constructs mediate the effects of different antecedents on relationship marketing outcomes. One remaining question is to understand which antecedents of these key constructs are most likely to influence relationship marketing outcomes in varying exchange situations. Building upon Granovetter’s theory of embedded markets (1985) and on the relational benefits approach of relationship marketing (Hennig-Thurau, Gwinner, & Gremler, 2002), this research investigates the role of interpersonal relationships between customers and contact employees as antecedents of trust and satisfaction and contributes to the relationship marketing literature in two main ways. First, it provides evidences that in certain conditions and relative to perceived product value, social bonding influences different relationship marketing outcomes. Second, it suggests that interpersonal business relationships are influenced by customer attachment styles and that the contact employee plays a critical role in driving successful relationships between customers and companies.
Keywords MarketingRelationship marketingSocial bondingTrustSatisfactionAttachment
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URN: urn:nbn:ch:unige-396617
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ROULET, Raphaël. Three essays on the antecedents and consequences of social bonding in relationship marketing. Université de Genève. Thèse, 2014. https://archive-ouverte.unige.ch/unige:39661

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Deposited on : 2014-08-25

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