Relational marketing: Value integrated systems and applications. A metatriangulation analysis of how customer value is created in transaction exchange in electronic commerce and its implications to marketing.

摘要

This study examined how customer value was created in transaction exchange in Electronic Commerce and its implications to Marketing. It contains twenty-seven (27) responses from eleven (11) case examples and twenty-four (24) structured qualitative interviews with Direct Response Marketers. The theory of morphogenesis in combination with bracketing and coding of constructs and variables produced the study findings of three phases of Marketing. Phase one addressed Traditional Marketing's pre-existing structures to support supply side marketing through the marketing mix. Phase two (Non-Traditional Marketing) reflected today's period of alternative actions where companies struggle with existing legacy systems that restrict the potential to create customer value through Relationship Marketing, Electronic Commerce and Digital Marketing. Phase two articulated how organizations use Relationship Marketing, Electronic Commerce and Digital Marketing as alternative arrangements to support capacities and processes still today designed for human interaction, not automated transfers, transactions and exchanges. Phase two exposed the inability of organizations to create customer value through business processes conducted electronically. Phase three, Relational Marketing is a value-integrated approach to systems and applications in an environment so new and so challenging that it is said to not be predictable. The study put forth fifteen (15) propositions for the establishment and verification of theory.