๐”– Bobbio Scriptorium
โœฆ   LIBER   โœฆ

Narrative analysis of a marketing relationship: The consumer's perspective

โœ Scribed by Barbara B. Stern; Craig J. Thompson; Eric J. Arnould

Publisher
John Wiley and Sons
Year
1998
Tongue
English
Weight
148 KB
Volume
15
Category
Article
ISSN
0742-6046

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โœฆ Synopsis

This article uses narrative analysis to study a marketing relationship elicited by means of a phenomenological interview. The focal point is the consumer's perspective, and the single incident of a marketing encounter is treated as a core event in relationship marketing. The narrative is derived by means of a phenomenological interview, which provides an in-depth account of a relationship that ends in brand switching. The consumer's role is studied by means of narrative analysis, which exposes the consumer's script for the relationship. Marketing implications are discussed in terms of the importance of the single encounter, consumer role enactment in a relationship, and the consumer's desire for relationships based on emotional satisfaction. แญง 1998

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