mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Transactional or relational exchange theory in B2C marketing: An agenda for a different type of relational exchange theory
Mälardalen University, School of Business, Society and Engineering, Industrial Economics and Organisation.ORCID iD: 0000-0001-7837-8298
University of New Mexico, USA.
2019 (English)In: Journal of Customer Behavior, ISSN 1475-3928, E-ISSN 1477-6421, Vol. 18, no 2, p. 87-100Article in journal (Refereed) Published
Abstract [en]

The marketing literature has conceptualised exchange as transactional and relational. The aim of this article is to outline the differences between transactional and relational exchange in the B2B context and clarify why relational exchange theory should be adopted in the B2C context. Based on a comprehensive literature review, this paper contributes with and argues for a relational exchange view in a B2C context. However, the relational exchange view in a B2C context is different from a B2B context. The core differences are that relationships in B2C contexts are related to lower levels of adaptations, lower levels of social interactions, and high levels of switching behaviour because of lower switching costs.

Place, publisher, year, edition, pages
2019. Vol. 18, no 2, p. 87-100
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-45569DOI: 10.1362/147539219X15633616548579OAI: oai:DiVA.org:mdh-45569DiVA, id: diva2:1361531
Available from: 2019-10-16 Created: 2019-10-16 Last updated: 2019-12-16Bibliographically approved

Open Access in DiVA

No full text in DiVA

Other links

Publisher's full text

Authority records BETA

Safari, Aswo

Search in DiVA

By author/editor
Safari, Aswo
By organisation
Industrial Economics and Organisation
In the same journal
Journal of Customer Behavior
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetric score

doi
urn-nbn
Total: 62 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf