Integrated Model of Relationship Marketing:

• 발행기관: 한국상품학회
• 저자명: Mool Prashant Park Jong Chul
• 간행물 정보: 『상품학연구』제34권 제5호, 95~101쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.10.30

영문 초록

This study aims to explore and expand the theoretical foundations of relationship marketing on the basis of several prior research related to relationshipmarketing disciplines. Further, it attempts to integrate and combine systematically various emotional and cognitive components. The integrative study provide a more general outlook on relationship marketing. Overall, this study contributes to develop a theoretical framework that integrates gratitude, reciprocity and empathy into one set of emotional mechanism. On the other hand, it also includes trust, commitment and relationship satisfaction in the cognitive mechanism. Both these categories of emotion and cognitive process are considered as the mediating rolewhich highlights the influence of relationshipmarketing on customer-focused output i.e. customer retention and customer loyalty.

목차

I. Introduction

II. Integrated Model and Literature Review

III. Discussion and Conclusion

Reference

키워드

Relationshipmarketing Gratitude Reciprocity Trust Commitment