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 proceedingConference contributionpeer-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 languageEnglish
Title of host publicationAcademy of Marketing
Subtitle of host publicationMarketing Dimensions: People, places and spaces
Publication statusPublished - 1 Jul 2014
EventAcademy 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

ConferenceAcademy of Marketing Annual Conference: Marketing Dimensions: People, Spaces and Places
Period1/07/14 → …
Internet address

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