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The dynamics underlying service firm-customer relationships: insights from a study of English Premier League soccer fans

Harris, Lloyd Cameron and Ogbonna, Emmanuel Okechukwu 2008. The dynamics underlying service firm-customer relationships: insights from a study of English Premier League soccer fans. Journal of Service Research 10 (4) , pp. 382-399. 10.1177/1094670508314711

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Abstract

Researchers have argued that consumers frequently view marketing efforts as intrusive and that they fail to exhibit either trust or commitment. However, studies have found that some customers develop strong emotional relationships with firms, often independently of firm-driven relationship-building efforts. These confusing findings indicate that there is a need for additional research to explore the dynamics underlying service firm—customer relationships. The aim of this study is to elucidate customers' conception and manifestation of their relationships with service firms. Therefore, the objectives are to uncover the extent to which various types of customers exhibit relational links with service firms and to generate insights into the manner in which such identification is manifested. After a review of recent studies into relationship marketing, the authors present and explain the research design and method. Then, the authors present the findings that emerged during the focus groups and in-depth interviews with soccer supporters.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Relationship marketing; Service firm—customer relationships; Soccer consumption; Sports fans
Publisher: Sage
ISSN: 1094-6705
Last Modified: 20 Oct 2017 08:40
URI: http://orca.cf.ac.uk/id/eprint/21787

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