Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

David M Brown; Helen Woodruffe-Burton; Bidit Lal Dey

Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

David M Brown, Helen Woodruffe-Burton, Bidit Lal Dey

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.

Original language	English
Title of host publication	Academy of Marketing
Subtitle of host publication	Marketing Dimensions: People, places and spaces
Publication status	Published - 1 Jul 2014
Event	Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places - Bournemouth University Duration: 1 Jul 2014 → … http://https://www.academyofmarketing.org/conference-2014/2014

Conference

Conference	Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places
Period	1/07/14 → …
Internet address	http://https://www.academyofmarketing.org/conference-2014/2014

Keywords

internal marketing
relationship marketing
employee engagement

Access to Document

https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0290_paper.pdf

4 Paper
1 Doctoral Thesis

Bringing it all back home: transferring dyadic perspectives from classic marketing channel theory into an internal marketing context
Brown, D. M., Wappling, A. & Woodruffe-Burton, H., 23 May 2017.
Research output: Contribution to conference › Paper › peer-review
Reconceptualising Internal Marketing: A Multistakeholder Perspective
Brown, D. M., 13 Nov 2017, (Accepted/In press) 395 p.
Research output: Thesis › Doctoral Thesis

Open Access
File
Radical Marketing Case Study: An Emerging Taxonomy of Internal Demarketing in a UK Public Sector Organisation
Brown, D., Wappling, A. & Woodruffe-Burton, H., 5 Jul 2016.
Research output: Contribution to conference › Paper › peer-review

Best Paper in Track Award, Qualitative Inquiry Track, Academy of Marketing Conference, Bournemouth University, July 2014
Brown, David (Recipient), Woodruffe-Burton, Helen (Recipient) & Lal Dey, Bidit (Recipient), 11 Jul 2014
Prize

Cite this

@inproceedings{3a0e71b548b84290baf2b24224bdf004,

title = "Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness",

abstract = "This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed {\textquoteleft}autonetnography{\textquoteright}, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and {\textquoteleft}netnography{\textquoteright} (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct {\textquoteleft}ethnonarratives{\textquoteright} (Hansen, 2006) from participants{\textquoteright} lived experiences, examining effects on RM.",

keywords = "internal marketing, relationship marketing, employee engagement",

author = "Brown, {David M} and Helen Woodruffe-Burton and {Lal Dey}, Bidit",

year = "2014",

month = jul,

day = "1",

language = "English",

booktitle = "Academy of Marketing",

note = "Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places ; Conference date: 01-07-2014",

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}

Brown, DM, Woodruffe-Burton, H & Lal Dey, B 2014, Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness. in Academy of Marketing: Marketing Dimensions: People, places and spaces., 0290, Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places, 1/07/14. <https://marketing.conference-services.net/resources/327/4002/pdf/AM2014_0290_paper.pdf>

Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness. / Brown, David M; Woodruffe-Burton, Helen; Lal Dey, Bidit.
Academy of Marketing: Marketing Dimensions: People, places and spaces. 2014. 0290.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

AU - Brown, David M

AU - Woodruffe-Burton, Helen

AU - Lal Dey, Bidit

PY - 2014/7/1

Y1 - 2014/7/1

N2 - This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.

AB - This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.

KW - internal marketing

KW - relationship marketing

KW - employee engagement

M3 - Conference contribution

BT - Academy of Marketing

T2 - Academy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places

Y2 - 1 July 2014

ER -

Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

Abstract

Conference

Keywords

Access to Document

Fingerprint

Research output

Bringing it all back home: transferring dyadic perspectives from classic marketing channel theory into an internal marketing context

Reconceptualising Internal Marketing: A Multistakeholder Perspective

Radical Marketing Case Study: An Emerging Taxonomy of Internal Demarketing in a UK Public Sector Organisation

Prizes

Best Paper in Track Award, Qualitative Inquiry Track, Academy of Marketing Conference, Bournemouth University, July 2014

Cite this