Integrating Process, Structure, And Change In Relationship Development: An Approach To Create New Customers
IMP (International Marketing & Purchasing) Conference, - Lugano, CH
Autori: Chiara Maniscalco, Christina Broch, David Brinberg
Tipo di pubblicazione: conferenza


How do relationships work? One set of researchers has examined this question by creating models to structure the stages of a relationship. A second set of researchers has created models to detect the processes that unfold when parties in a relationship interact. The current paper discusses briefly both stage and process models of relationship development and then proposes an integrative model that incorporates both features of a relationship. A Stages of Change framework is applied within this integrative model to provide insights on the processes needed for a relationship to move from one stage to another. An illustration of this approach is applied to customer relationship development.