Marketing network influences on customer relationships and loyalty intentions towards the firm : a customer's perspective

C. Agustin, E.J. Nijssen, J. Singh

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

Abstract

This study theoretically proposes and empirically tests a customer relationship model that accounts for simultaneous ongoing customer relationships in the marketing channel. Two types of mechanisms are identified: source and spillover effects. Source effects identify firm's relational efforts to maintain customer relationships. Spillover effects identify channel's influences on the development and performance of customer-firm relationships. Respondents reported about their ongoing relationships with a paint manufacturer-brand and a distributor. Results provide strong evidence for the relational interdependences of customer trust, value and loyalty intentions accounting for the moderating effect of the nature of the manufacturer-distributor relationship.
Original languageEnglish
Title of host publicationProceedings of the 36th European Marketing Academy Conference, May 22-25, 2007
Place of PublicationReykjavik, Iceland
Publication statusPublished - 2007
Event36th Annual Conference of the European Marketing Academy (EMAC 2007), 22-25 May 2007, Reykjavik, Iceland - Reykjavik, Iceland
Duration: 22 May 200725 May 2007

Conference

Conference36th Annual Conference of the European Marketing Academy (EMAC 2007), 22-25 May 2007, Reykjavik, Iceland
Abbreviated titleEMAC 2007
Country/TerritoryIceland
CityReykjavik
Period22/05/0725/05/07

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