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 language | English |
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Title of host publication | Proceedings of the 36th European Marketing Academy Conference, May 22-25, 2007 |
Place of Publication | Reykjavik, Iceland |
Publication status | Published - 2007 |
Event | 36th Annual Conference of the European Marketing Academy (EMAC 2007), 22-25 May 2007, Reykjavik, Iceland - Reykjavik, Iceland Duration: 22 May 2007 → 25 May 2007 |
Conference
Conference | 36th Annual Conference of the European Marketing Academy (EMAC 2007), 22-25 May 2007, Reykjavik, Iceland |
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Abbreviated title | EMAC 2007 |
Country/Territory | Iceland |
City | Reykjavik |
Period | 22/05/07 → 25/05/07 |