Paper info: Relationship Equity And Switching Behavior In The Adoption Of New Telecommunication Services
Title
Relationship Equity And Switching Behavior In The Adoption Of New Telecommunication Services
Authors
Brian Low and
Wesley Johnston
Wesley Johnston
Georgia State University
United States
Place of Publication
The paper was published at the 19th IMP-conference in Lugano, Switzerland in 2003.
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Abstract
This paper presents a model of relationship equity for business markets. It argues potential benefits of managing relationship equity have been largely ignored and that a general model and stream of relevant research questions could be useful to marketing practitioners. The model developed considers incumbent's key account management as antecedent, two different types of moderator variables, relationship equity as a perception by the buyer and switching behavior via adoption of new telecommunication services as a result of these perceptions. Propositions are defined and guidelines for managing relationship equity are provided.Key words: Relationships Equity, Telecommunication Services.