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

Brown, David, Woodruffe-Burton, Helen and Dey, Bidit (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. Academy of Marketing.

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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.

Item Type: Book Section
Subjects: N100 Business studies
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Becky Skoyles
Date Deposited: 12 Mar 2018 15:05
Last Modified: 12 Mar 2018 15:05
URI: http://nrl.northumbria.ac.uk/id/eprint/33695

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