Online community: enhancing the relationship marketing concept through customer bonding
International Journal of Service Industry Management
ISSN: 0956-4233
Article publication date: 1 December 2005
Abstract
Purpose
To revisit relationship marketing in the context of the digital economy.
Design/methodology/approach
The paper develops a conceptual framework (the customer bonding triangle) that enables greater understanding of the contributions of service delivery and online communities in the development of bonds in interactive relationships. The function of the three key elements of the framework (namely service value, technical infrastructure and interactivity) in enabling bonding via internet communities, is developed.
Findings
Suggests that firms rethink the role and nature of the consumer and that in order to facilitate bonding firms must make use of systems that are tightly integrated yet can also incorporate flexibility to help develop better understanding amongst participants.
Originality/value
Provides a framework to help understand key elements in interactive relationships.
Keywords
Citation
Szmigin, I., Canning, L. and Reppel, A.E. (2005), "Online community: enhancing the relationship marketing concept through customer bonding", International Journal of Service Industry Management, Vol. 16 No. 5, pp. 480-496. https://doi.org/10.1108/09564230510625778
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited