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Reciprocity: Appreciating Relationality in Marketing Interactions

机译:互惠:欣赏营销互动中的关系

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Reciprocity is acknowledged as a primary relational construct by leading marketing scholars. However, despite the keen interest in reciprocity by marketing researchers and theorists, the development of reciprocity within Service Dominant (S-D) logic is limited by a mechanistic view of actors or resource integrators as fixed entities who come together to co-create value. Importantly, the actors are viewed as separate and little attention is given to the nature of self-adjusting actors who configure and reconfigure themselves in each instance of interaction with other actors. This mechanistic perspective compromises the relational understanding of reciprocity in marketing interactions. We believe the conceptualisation of reciprocity within S-D logic can be improved by drawing attention to the distinctive mutual and complementary aspects of the interaction between parties when they apply resources to benefit one another. On this basis, in this paper we develop the concept of reciprocity by distinguishing transactional reciprocity (viewed as a form of exchange) and relational reciprocity (viewed as regulated action).
机译:礼尚往来是公认的领先的营销学者主关系的构建。然而,尽管市场研究人员和理论家,服务优先(S-d)逻辑中互惠的发展中互惠的浓厚兴趣是演员或资源整合的机械论为固定的实体谁走到一起,共同创造价值的限制。重要的是,作为单独的和很少注意自我调节的演员谁在与其他演员互动的每个实例配置和重新配置本身的性质演员们观看。这种机制的角度妥协,营销互动互惠的关系的理解。我们相信,当他们申请资源,以造福彼此S-d逻辑中互惠的概念化可以通过提请注意双方之间的相互作用的独特的相互互补方面加以改进。在此基础上,在本文中,我们制定互惠通过区分事务互惠(可以看作是交换的一种形式)和关系互惠(可以看作是监管行动)的概念。

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