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I. 2 2 4II. 5III. 78 910IV. 13V. 19

I. . , , , , , (Hunt et al.,2006; Rao & Perry, 2002; Mller & Halinen, 2000). (social bonds) (structural bonds), , (Rao & Perry, 2002). , , . , , . (relational resources) . , , , , , (Hunt et al., 2006). Rao & Perry (2002) Hunt et al. (2006) , , Ulaga & Eggert (2006) . , , , (Morgan & Hunt, 1994 : Ulaga & Eggert, 2006). , (Moorman et al. 1993; Morgan & Hunt, 1994 Ulaga & Eggert, 2006). , (Morgan & Hunt, 1994; Doney and Cannon, 1997 : Ulaga & Eggert, 2006). , , , . Ulaga & Eggert (2006) , Morgan & Hunt (1994), , . , . , . , (Fishbein & Azjen, 1975 : Ulaga & Eggert, 2006) , . , , , , . , . , , (Rao & Perry, 2002). (Hunt et al., 2006; Rao & Perry, 2002; Mller & Halinen, 2000). , , . , . . , , (Mller & Halinen, 2000). . , (Mller & Halinen, 2000). , , .II. . , . (stage theory) , (Ford, 1980; Dwyer et al.,1987; Rao & Perry, 2002). (state theory) . , . (single transaction) , , (Hunt et al.,2006). , - , (Mller & Halinen, 2000). (repeated transaction) (Rao & Perry, 2002). , (contractual long term relationship) (strategic alliance). (hard contractual relationships) , (Rao & Perry, 2002). , (Seshadri & Mishra, 2004; Rao & Perry, 2002) (classical) (spot market contracts) . , (neoclassical) (Seshadri & Mishra, 2004). , (relational) ( ) . . , (repeated transactions) - (buyer-seller transaction relationships) (soft non contractual relationships). . Mller & Halinen (2000) , , (Hunt et al.,2006; Mller & Halinen, 2000). (resource-advantage theory) (Hunt et al.,2006). , . (Teng, 2000; Lambe et al., 2002 : Hunt et al., 2006). , , , , , ., , . , , , . , .

III. . , . [Evans & Laskin, 1994]. , , . : H . . . : , . , , , , account managers. : . , . : , , . , . , . , , . : . : , , , , , , . : , , . : . - , [footnoteRef:1]. , word of mouth . . , , . . [1: Camp, Robert C., (1992), Learning from the Best Leads to Superior Performance, Journal of Business Strategy,pp. 3-6.]

: , , word of mouth - (inertia) - . [footnoteRef:2] [2: Stum, David L., and Thiry, Alain, (1991),Building Customer Loyalty, Training and Development Journal, pp. 35-36.]

: . : , , , , , , , ( ). : . . , . . , , , .: . , (Benchmarking). customer benchmarking . : . . . .

. (Cannon and Perreault, 1999): : . . . . : , . . , . : . . . . -: , . . . , . , . ., . ( ) - (Cannon and Perreault,1999).IV. . , . , , , , , , . , . , , (Ravald and Gronroos, 1996). . , , . , , , . . . , , , -. . (Gronroos,1997). . . , (Gronroos,1992). 3 : , . . , . . , . :

, . , . :

, . . (Gronroos, 1997). . , , . , , . , . . . (Ravald and Gronroos, 1996). . . (Gronroos, 1997). CRM (Costumer Relationship Management) . , . , e-CRM (Gummesson, 2004). , , , , . - , . (Ravald and Gronroos, 1996). . . , . , - , . . Amazon.com , , , , , . , (Gummesson, 2004). ROR (Return On Relationship), , . . / ROR . . , , , , . , , . (Gummesson, 2004). . , . , , . , , , , . , (Gummesson ,2004). , , , , logistics . (Morris, Brunyee, and Page, 2004). - . CRM. (word of mouth). , . . , . , , . , . , . . (Gummesson, 2004).

V. Cannon J. P. and Perreault W.D. (1999), Buyer-Seller Relationships in Business Markets, Journal of Marketing Research, Vol. 36, No. 4, pp. 439-460 Evans J. and Laskin R. (1994), The relationship marketing process a conceptualization and application, Industrial Marketing Management, Vol.23, pp. 439-452 Grnroos C. (1997), Value-driven Relational Marketing from Products to Resources and Competencies, Journal of Marketing Management, Vol. 13, pp. 407-419 Grnroos C. and Ravald A. (1996), The value concept and relationship marketing, European Journal of Marketing, Vol. 30, No. 2, pp. 19-30 Gummesson E. (2004), Return on relationships (ROR) the value of relationship marketing and CRM in business-to-business contexts, Journal of Business & Industrial Marketing, Vol. 19, No.2, pp. 136-148 Hunt S., Arnett D., Madhavaram S. (2006), The explanatory foundations of relationship marketing theory, Journal of Business and Industrial Marketing, Vol.21, No. 2, pp. 72-87 Mller K. and Halinen A. (2002), Relationship Marketing Theory Its Roots and Direction, Journal of Marketing Management, Vol.16, pp. 29-54 Morris H. M., Brunyee J. and Page M. (1998), Relationship marketing in practice myths and realities, Industrial Marketing Management, Vol. 27, No. 4, pp. 359-371 Rao S. and Perry C., (2002), Thinking about relationship marketing where we are now, Journal of Business and Industrial Marketing, Vol.17, No. 7, pp. 598-614 Ulaga W. and Eggert A., (2006), Relationship value and relationship quality: Broadening the nomological network of business-to-business relationships, European Journal of Marketing, Vol. 40, No. 3/4, pp. 311 - 327

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