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Potential effects of psychological reactance and relationship proneness on relationships marketing programmes

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Darpy_PrimAllaz.pdf (243.9Kb)
Date
2008
Link to item file
http://www.escp-eap.eu/conferences/marketing/2008_cp/Materiali/Paper/Fr/Darpy_PrimAllaz.pdf
Dewey
Marketing
Sujet
Commitment; Trust; Psychological reactance; Marketing relationnel
JEL code
M31
Conference name
7th International Congress Marketing Trends
Conference date
01-2008
Conference city
Venise
Conference country
Italie
URI
https://basepub.dauphine.fr/handle/123456789/294
Collections
  • DRM : Publications
Metadata
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Author
Darpy, Denis
Prim-Allaz, Isabelle
Type
Communication / Conférence
Item number of pages
18
Abstract (EN)
This conceptual article presents the current criticisms to relationship marketing and important concepts developed in marketing and psychology to understand consumer reactance toward services packaged as formal contracts. A first part presents the numerous questions that researches are raising about the willingness of people to commit to services and presents four key variables to understand the customer’s willingness to enter and develop business relationships. Indeed, psychological reactance and relationship proneness are introduced as interesting concepts to revisit the relationship marketing paradigm and to better understand trust and commitment. A second section develops an integrative conceptual framework of the different concepts introduced in this research. We then conclude with avenues for future research and potential managerial implications.

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