The dynamics underlying service firm-customer relationships : insights from a study of English Premier League soccer fans
Harris, Lloyd C. and Ogbonna, E.. (2008) The dynamics underlying service firm-customer relationships : insights from a study of English Premier League soccer fans. Journal of Service Research, Vol.10 (No.4). pp. 382-399. ISSN 1094-6705Full text not available from this repository.
Official URL: http://dx.doi.org/10.1177/1094670508314711
Researchers have argued that consumers frequently view marketing efforts as intrusive and that they fail to exhibit either trust or commitment. However, studies have found that some customers develop strong emotional relationships with firms, often independently of firm-driven relationship-building efforts. These confusing findings indicate that there is a need for additional research to explore the dynamics underlying service firm—customer relationships. The aim of this study is to elucidate customers' conception and manifestation of their relationships with service firms. Therefore, the objectives are to uncover the extent to which various types of customers exhibit relational links with service firms and to generate insights into the manner in which such identification is manifested. After a review of recent studies into relationship marketing, the authors present and explain the research design and method. Then, the authors present the findings that emerged during the focus groups and in-depth interviews with soccer supporters.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management|
|Divisions:||Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management
Faculty of Social Sciences > Warwick Business School
|Journal or Publication Title:||Journal of Service Research|
|Publisher:||Sage Publications, Inc.|
|Number of Pages:||18|
|Page Range:||pp. 382-399|
|Access rights to Published version:||Restricted or Subscription Access|
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