Relationship Marketing, Gender and Culture: Implications for Consumer Behavior
Ongoing relationships between firms and their customers are receiving renewed interest in marketing. Marketing research has shown that building strong customer relationships is a means for gaining a competitive advantage for firms (McKenna 1991; Reichheld 1993), and has benefits for consumers as well (Gwinner, Gremler and Bitner 1998). But in what circumstances is this most likely to be a viable form of advantage? What consumers would be more likely to want to engage in a relationship with a marketer? This paper builds on the existing consumer relationship marketing literature by providing insight into the characteristics of relational consumers, an issue requiring further research suggested by Berry (1995). Second, a conceptual framework with several propositions for future testing is proposed. Finally, by linking gender and cultural variables to relational marketing, this paper adds to the existing theory on relationship marketing.
Year of publication: |
2001
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Authors: | Arnold, Kara ; Bianchi, Constanza |
Publisher: |
Association for Consumer Research |
Saved in:
freely available
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