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Does relationship marketing exist in cyberspace?

Author

Listed:
  • Ha Lau Ching

    (Hong Kong Baptist University)

  • Paul Ellis

    (Hong Kong Polytechnic University)

Abstract

Abstract and Key Results ▪ A central tenet of relationship marketing is that exchanges can be classified on a continuum ranging from episodic transactions to relational exchanges embedded in social bonds. ▪ The aim of this study is to assess whether the unique transacting properties of the Internet (e.g., interactivity, connectivity) promote or hinder the development of exchange relationships. ▪ The study reveals that exchanges conducted in unregulated cyber-markets are invested with similar expectations and norms regarding cooperative behavior as more traditional marketplace exchanges.

Suggested Citation

  • Ha Lau Ching & Paul Ellis, 2006. "Does relationship marketing exist in cyberspace?," Management International Review, Springer, vol. 46(5), pages 557-572, September.
    • Handle: RePEc:spr:manint:v:46:y:2006:i:5:d:10.1007_s11575-006-0115-5
    DOI: 10.1007/s11575-006-0115-5
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    References listed on IDEAS

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    1. Sheth, Jagdish N. & Parvatiyar, Atul, 1995. "The evolution of relationship marketing," International Business Review, Elsevier, vol. 4(4), pages 397-418.
    2. Joseph B. Walther, 1995. "Relational Aspects of Computer-Mediated Communication: Experimental Observations over Time," Organization Science, INFORMS, vol. 6(2), pages 186-203, April.
    3. Lewin, Jeffrey E. & Johnston, Wesley J., 1997. "Relationship marketing theory in practice: A case study," Journal of Business Research, Elsevier, vol. 39(1), pages 23-31, May.
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    Cited by:

    1. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    2. Sheena Lovia Boateng & Bedman Narteh, 2016. "Online relationship marketing and affective customer commitment – The mediating role of trust," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 127-140, June.
    3. Luíza Neves Marques Fonseca & Clarice Secches Kogut & Angela Rocha, 2023. "Anywhere in the World? The Internationalization of Small Entrepreneurial Ventures using a Social Media Platform," Management International Review, Springer, vol. 63(4), pages 673-696, August.

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