Роль близости в отношениях с компаниями — поставщиками услуг 
Биттлз А., Харрис Л.

Введение;
Обзор литературы;
Происхождение и сферы применения маркетинга отношений;
Категории, характеризующие взаимоотношения сторон;
Реакция потребителей на маркетинг отношений;
Понятие близости и ее применение в маркетинге отношений;
Методика исследования;
Результаты исследования;
Отсутствие близости;
Социальная близость;
Физическая близость;
Эмоциональная и психологическая близость;
Сексуальная близость;
Выводы;
Выводы для руководителей;
Ограничения и дальнейшие исследования;

Отрасли:
Ключевые слова: маркетинговая парадигма, промышленный маркетинг, потребительский рынок, маркетинг-микс, сфера услуг, доверие, преданность, слабоструктурированное интервью

Аннотация

Представленная вниманию читателей работа посвящена изучению роли, которую играет такая категория, как близость, во взаимоотношениях потребителя и поставщика услуг. В ходе слабоструктурированных интервью авторами была собрана информация, анализ которой позволил понять, в каких именно ситуациях возникает близость между клиентом и поставщиком, в какой сфере базирующиеся на такой близости отношения наиболее вероятны либо, наоборот, неприемлемы с точки зрения потребителя.

Журнал: «Маркетинг услуг» — №1, 2011 (© Издательский дом Гребенников)
Объем в страницах: 15
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Биттлз Андреа

Сотрудник Кардиффской школы бизнеса, Университет Кардиффа.

Кардифф, Великобритания

Харрис Ллойд

Профессор Уорвикской школы бизнеса, Университет Уорвик.

Ковентри, Великобритания