Portal de Periódicos da CAPES

Customer Entertainment in Relationship Marketing: A Literature Review and Directions for Future Research

2012; Taylor & Francis; Volume: 11; Issue: 1 Linguagem: Inglês

10.1080/15332667.2012.653326

1533-2675

Jared Oakley, Alan J. Bush,

Consumer Behavior in Brand Consumption and Identification

Abstract Building durable buyer–seller relationships is commonly accepted as a foundation for successful business-to-business selling. As a result, the literature is replete with research that addresses various dimensions of how business executives and salespeople develop interpersonal relationships, create affective commitment, and generate customer loyalty. However, the role of customer entertainment in this dyadic interaction remains largely unexamined. The purpose of this conceptual paper is to provide a comprehensive assessment of the current knowledge regarding the use of customer entertainment and how it is perceived by both the buyer and the seller and to provide insights for future research in relationship marketing. KEYWORDS: ethicscustomer entertainmentpersonal sellingrelationship marketingsales management