Bibliographic Details
| Title: |
The Impact of Technology on a Firm’s Relational Ecosystem: Revisiting Relationship Marketing in the Modern Age. |
| Authors: |
Riley, Jen1 (AUTHOR) jen.riley@vanderbilt.edu, Nicewicz-Scott, Kate2 (AUTHOR) |
| Source: |
Journal of Relationship Marketing. Mar2025, p1-20. 20p. 2 Illustrations. |
| Subject Terms: |
*Technological innovations, *Relationship marketing, *Social responsibility of business, *Customer cocreation, *Marketing, *Marketing literature, *Competitive advantage in business |
| Abstract: |
AbstractRelationship marketing has been and continues to be a dominant subject in the marketing literature due to its roots in the effective co-creation of value between firms and their customers. However, recent societal changes and technological advancements have created new opportunities, benefits, and challenges for customer-centric marketing, particularly in the wake of the COVID-19 pandemic. As businesses across the globe continue to feel the lasting impacts of the pandemic in various areas such as human resources, retail, corporate social responsibility, and employee dynamics, a firm’s ability to leverage new technologies to enhance internal and external relationships is imperative to gaining a competitive advantage within the globalized marketplace. With increased globalization and connectivity resulting As a result of increased digital connectivity from both the pandemic and new technology, marketers are required to navigate both the opportunities and challenges – including more frequent use, longer duration of use, and higher levels of conflict associated with the use of digital tools – related to reaching and collaborating with internal and external stakeholders virtually. This conceptual research synthesizes and reviews the Relationship Marketing schools of thought. It also proposes that firms that can effectively navigate these challenges and integrate relationship marketing principles at their micro- (employer-employee) and meso- (firm-vendor) levels will experience a heightened competitive advantage at the macro- (firm-customer) level. [ABSTRACT FROM AUTHOR] |
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| Database: |
Business Source Complete |
