Commentary: Opportunities and challenges of technology in relationship marketing

Abstract

Get full access to this article

View all access options for this article.

References

Achen

R.M.

2016. The influence of Facebook engagement on relationship quality and consumer behavior in the National Basketball Association. J. Relationsh. Mark. 15 (4), 247–268.

Aguirre

Mahr

Grewal

de Ruyter

Wetzel

2015. Unraveling the personalization paradox: the effect of information collection and trust-building strategies on online advertisement effectiveness. J. Retail. 91 (1), 34–49.

Ansari

Mela

C.F.

Neslin

S.A.

2008. Customer channel migration. J. Mark. Res. 45 (1), 60–76.

Avery

Steenburgh

T.J.

Deighton

Caravella

2012. Adding bricks to clicks: predicting the patterns of cross-channel elasticities over time. J. Mark. 76 (3), 96–111.

Babic Rosario

Sotgiu

De Valck

Bijmolt

T.H.A

. 2016. The effect of electronic word of mouth on sales: a meta-analytic review of platform, product, and metric factors. J. Mark. Res. 53 (3) 297–229.

Baig

Hall

Jenkins

Lamarre

McCarthy

2020. The COV1D-19 Recovery will be Digital: A Plan for the First 90 Days. McKinsey Digital 14 May. Retrieved from https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/the-covid-19-recovery-will-be-digital-a-plan-for-the-first-90-days.

Barnes

N.G.

Mazzola

Killeen

2020. Oversaturation & Disengagement: the 2019 Fortune 500 Social Media Dance. Center for Marketing Research UMass Dartmouth 9 January. Retrieved from https://www.umassd.edu/cmr/research/2019-fortune-500.html.

Barratt

, 2019. Data as Currency: What Value are You Getting?. Knowl-edge@Wharton 27 August. Retrieved from https://knowledge.wharton.upenn.edu/article/barrett-data-as-currency/.

Berry

L.L.

1983. Relationship marketing. In: Berry

Leonard L.

Shostack

G.L.

Upah

G.D

. (Eds.), Emerging Perspectives on Services Marketing. American Marketing Association, Chicago, pp. 25-28.

10.

Biesdorf

Court

Willmott

2013. Big Data: What’s Your Plan?. McKinsey Quarterly 1 March. Retrieved from https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/big-data-whats-your-plan.

11.

Binder

Hanssens

D.M.

2015. Why strong customer relationships trump powerful brands. Harv. Bus. Rev. 14 April. Retrieved from https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands.

12.

Bleier

Eisenbeiss

2015. The importance of trust for personalized online advertising. J. Retail. 91 (3), 390-409.

13.

Bradlow

E.T.

Gangwar

Kopalle

Voleti

2017. The role of big data and predictive analytics in retailing. J. Retail. 93 (1), 79-95.

14.

Buck

Storbeck

2020. Adidas Under Fire for Holding Back Rent Payments Because of Coronavirus. Financial Times 29 March. Retrieved from https://www.ft.com/content/8bfe8e86–39b2–48c1–9a7c–5a527e60d120.

15.

Burgoon

J.K.

Bonito

J.A.

Bengtsson

Cederberg

Lundeberg

Allspach

2000. Interactivity in human-computer interaction: a study of credibility, understanding, and influence. Comput. Hum. Behav. 16 (6), 553–574.

16.

Burke

R.R.

2002. Technology and the customer interface: what consumers want in the physical and virtual store. J. Acad. Mark. Sci. 30 (4), 411–432.

17.

Cassell

Sullivan

Churchill

Prevost

2000. Embodied Conversational Agents. MIT press, Cambridge.

18.

Castelo

Schmitt

Sarvary

Thalmann

2018. Robot or human? Consumer Perceptions of Human-Like Robots. Columbia University Working Paper.

19.

Chan

K.W.

S.Y.

2010. Understanding consumer-to-consumer interactions in virtual communities: the salience of reciprocity. J. Bus. Res. 63 (9), 1033–1040.

20.

Davis

, 2020. Coronavirus will boost ecommerce in the long run, but brings new risks. Digital Commerce 360. 19 March. Retrieved from https://www.digitalcommerce360.com/2020/03/19/coronavirus-will-boost-ecommerce-in-the-long-run-but-brings-new-risks/.

21.

de Haan

Kannan

P.K.

Verhoef

P.C.

Wiesel

. 2018. Device switching in online purchasing: examining the strategic contingencies. J. Mark. 82 (5), 1-19.

22.

Deleersnyder

Geyskens

Gielens

Dekimpe

M.G.

2002. How cannibalistic is the internet channel? A study of the newspaper industry in the United Kingdom and the Netherlands. Int. J. Res. Mark. 19 (4), 337–348.

23.

Demaitre

, 2020. Survey Finds Coronavirus Changing Consumer Comfort with A1, Robots, and Self-Driving Cars The Robot Report, 7 May. Retrieved from https://www.therobotreport.com/survey-finds-coronavirus-changing-consumer-comfort-ai-robots-self-driving-cars/.

24.

DiSalvo

Gemperle

2003. From seduction to fulfillment: the use of anthropomorphic form in design. In: Proceedings of the 2003 International Conference on Designing Pleasurable Products and Interfaces. Pittsburgh, PA, pp. 67–72.

25.

Duan

Dholakia

R.R.

2017. Posting purchases on social media increases happiness: the mediating roles of purchases’ impact on self and interpersonal relationships. J. Consumer Mark. 34 (5), 404–413.

26.

Eastlick

M.A.

Lotz

S.L.

Warrington

2006. Understanding online B-to-C relationships: an integrated model of privacy concerns, trust, and commitment. J. Bus. Res. 59 (8), 877–886.

27.

eMarketer, 2016. Marketers Double Down on CRM Spending. eMarketer 17 August. Retrieved from https://www.emarketer.com/Article/Marketers-Double-Down-on-CRM-Spending/1014355.

28.

Feinberg

F.M.

Krishna

Zhang

Z.J.

2002. Do we care what others get? A behav-iorist approach to targeted promotions. J. Mark. Res. 39 (3), 277–291.

29.

Fruend

, 2017. 2017 Colloquy Loyalty Census -An in-Depth Analysis of Where Loyalty is Now. . .and Where It’s Headed. Colloquy, Cincinnati.

30.

Gartner, 2011. Gartner Customer 360 Summit Retrieved from https://www.gartner.com/imagesrv/summits/docs/na/customer–360/C360_2011_brochure_FINAL.pdf.

31.

Geisel

, 2015. My Starbucks Idea: the Starbucks crowdsourcing success story. Soc. Media Bus. Perform. 12 February. Retrieved from http://smbp.uwaterloo.ca/2015/02/my-starbucks-idea-the-starbucks-crowdsourcing-success-story/.

32.

Gensler

Verhoef

P.C.

Bohm

2012. Understanding consumers’ multichannel choices across the different stages of the buying process. Mark. Lett. 23 (4), 987–1003.

33.

Geyskens

Gielens

Dekimpe

M.G

. 2002. The market valuation of internet channel additions. J. Mark. 66 (2), 102–119.

34.

Gray

Wegner

D.M.

2012. Feeling robots and human zombies: mind perception and the uncanny valley. Cognition 125 (1), 125–130.

35.

Gregoire

Tripp

T.M.

Legoux

2009. When customer love turns into lasting hate: the effects of relationship strength and time on customer revenge and avoidance. J. Mark. 73 (6), 18–32.

36.

Grewal

Roggeveen

A.L.

Nordfalt

2017. The future of retailing. J. Retail. 93 (1), 1–6.

37.

Hansen

Kupfer

A.-.K.

Hennig-Thurau

2018. Brand crises in the digital age: the short- and long-term effects of social media firestorms on consumers and brands. Int. J. Res. Mark. 35 (4), 557–574.

38.

Harmeling

C.M.

Palmatier

R.W.

Fang

Wang

2017. Group marketing: theory, mechanisms, and dynamics. J. Mark. 81 (4), 1–24.

39.

Iyengar

Van den Bulte

Valente

T.W.

2011. Opinion leadership and social contagion in new product diffusion. Mark. Sci. 30 (2), 195–212.

40.

Jiang

Hoegg

Dahl

D.W.

2013. Consumer reaction to unearned preferential treatment. J. Consumer Res. 40 (3), 412–427.

41.

Jorling

Bohm

Paluch

2019. Service robots: drivers of perceived responsibility for service outcomes. J. Serv. Res. 22 (4), 404–420.

42.

Keeling

McGoldrick

Beatty

2010. Avatars as salespeople: communication style, trust, and intentions. J. Bus. Res. 63 (8), 793–800.

43.

Koda

Maes

1996. Agents with faces: the effect of personification. In: Robot and Human Communication, 1996., 5th IEEE International Workshop on, pp. 189–194.

44.

Kozinets

R.V.

De Valck

Wojnicki

A.C.

Wilner

S.J.S.

2010. Networked narratives: understanding word-of-mouth marketing in online communities. J. Mark. 74 (2), 71–89.

45.

Krafft

Arden

C.M.

Verhoef

P.C.

2017. Permission marketing and privacy concerns -why do customers (not) grant permissions ? J. 1nteract. Mark. 39, 39–54.

46.

Kumar

Bezawada

Rishika

Janakiraman

Kannan

P.K.

2016. From social to sale: the effects of firm-generated content in social media on customer behavior. J. Mark. 80 (1), 7–25.

47.

Kumar

Venkatesan

2005. Who are the multichannel shoppers and how do they perform? Correlates of multichannel shopping behavior. J. Interact. Mark. 19 (2), 44–62.

48.

Lipsman

, 2020. The Coronavirus will Cause a Lasting Step Change in Grocery Ecommerce. eMarketer 5 April. Retrieved from https://www.emarketer.com/content/the-coronavirus-will-cause-a-lasting-step-change-in-grocery-ecommerce.

49.

Liu

Jiang

Lin

Ding

Duan

2015. Identifying effective influ-encers based on trust for electronic word-of-mouth marketing: a domain-aware approach. 1nf. Sci. 306, 34–52.

50.

Liu

S.-.H.

Liao

H.-.L.

Pratt

J.A.

2009. Impact of media richness and flow on e-learning technology acceptance. Comput. Educ. 52, 599–607.

51.

Living Actor, 2016. Yoko, Toshiba Virtual Helpdesk Assistant, Successfully Deployed Across Europe! Retrieved from https://corporate.livingactor.com/en/yoko-toshiba-virtual-helpdesk-assistant-deploys-all-across-europe/

52.

MacDorman

, 2005. Androids as an experimental apparatus: why is there an uncanny valley and can we exploit it? In: Toward Social Mechanisms of Android Science: a CogSci 2005 Workshop, July 25–26, Stresa, Italy, pp. 106–118.

53.

Martin

K.D.

Borah

Palmatier

R.W.

2017. Data privacy: effects on customer and firm performance. J. Mark. 81 (1), 36–58.

54.

Martin

K.D.

Murphy

P.E.

2017. The role of data privacy in marketing. J. Acad. Market. Sci. 45 (2), 135–155.

55.

Mathwick

, 2002. Understanding the online consumer: a typology of online relational norms and behavior. J. Interact. Mark. 16 (1), 40–55.

56.

Mende

Scott

M.L.

van Doorn

Grewal

Shanks

. 2019. Service robots rising: how humanoid robots influence service experiences and elicit compensatory consumer responses. J. Mark. Res. 56 (4), 535–556.

57.

Miller

, 2019. Is There a Future for Brick-and-Mortar Retail?. Insights Association 15 July. Retrieved from https://www.insightsassociation.org/article/there-future-brick-and-mortar-retail.

58.

Mimoun

M.S.B.

Poncin

Garnier

2012. Case study - embodied virtual agents: an analysis on reasons for failure. J. Retail. Consumer Serv. 19 (6), 605–612.

59.

Morgan

R.M.

Hunt

S.D.

1994. The commitment-trust theory of relationship marketing. J. Mark. 53 (3), 20–38.

60.

Mori

MacDorman

K.F.

Kageki

2012. The uncanny valley [from the field].IEEE Rob. Autom Mag. 19 (2), 98–100.

61.

Mothersbaugh

D.L.

Foxx

W.K.

Beatty

S.E.

Wang

2012. Disclosure antecedents in an online service context: the role of sensitivity of information. J. Serv. Res. 15 (1), 76–98.

62.

Murphy

R.R.

Adams

Gandudi

V.B.M.

2020. Robots have Demonstrated their Crucial Role in Pandemics -and How They Can Help for Years to Come. World Economic Forum 6 May. Retrieved from https://www.weforum.org/agenda/2020/05/robots-coronavirus-crisis/.

63.

Nass

Moon

Fogg

B.J.

Reeves

Dryer

1995. Can computer personalities be human personalities? In: Conference Companion on Human Factors in Computing Systems. ACM, pp. 228–229.

64.

Naylor

R.W.

Lamberton

C.P.

West

P.M

. 2012. Beyond the “like” button: the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings. J. Mark. 76 (6), 105–120.

65.

Palmatier

R.W.

Dant

R.P.

Grewal

Evans

K.R

. 2006. Factors influencing the effectiveness of relationship marketing: a meta-analysis. J. Mark. 70 (4), 136–153.

66.

Palmatier

R.W.

Steinhoff

2019. Relationship Marketing in the Digital Age. Rout-ledge Taylor & Francis Group, New York and Abingdon.

67.

Paul

, 2020. ‘Zoom is malware’: why experts worry about the video conferencing platform. The Guardian. 2 April. Retrieved from https://www.theguardian.com/technology/2020/apr/02/zoom-technology-security-coronavirus-video-conferencing.

68.

Phan

T.Q.

Godes

. 2018. The evolution of influence through endogenous link formation. Mark. Sci. 37 (2), 259–278.

69.

Phelps

Nowak

Ferrell

2000. Privacy concerns and consumer willingness to provide personal information. J. Public Policy Mark. 19 (1), 27–41.

70.

Picchi

, 2020. Retail Job Losses are Now the Highest on Record: “Astronomical” Layoffs. CBS News 22 May. Retrieved from https://www.cbsnews.com/news/retail.ob-losses-are-now-the-highest-on-record-astronomical-layoffs/.

71.

Porter

M.E.

2001. Strategy and the internet. Harv. Bus. Rev. 79 (3), 62–79.

72.

Purdue University Global, 2019. Top 10 Worst Data Breaches of All Time [Info-graphic]. Blog 4 October. Retrieved from https://www.purdueglobal.edu/blog/information-technology/worst-data-breaches-infographic/.

73.

Reeves

Nass

C.I

. 1996. The Media equation: How People Treat computers, television, and New Media Like Real People and Places. Cambridge University Press, Cambridge.

74.

Riquelme

I.P.

Roman

Iacobucci

2016. Consumers’ perceptions of online and offline retailer deception: a moderated mediation analysis. J. Interact. Mark. 35, 16–26.

75.

Saad

S.B.

Abida

F.C

. 2016. Social interactivity and its impact on a user’s approach behavior in commercial web sites: a study case of virtual agent presence. J. Mark. Manag. 4 (2), 63–80.

76.

Schumann

J.H.

Wangenheim

F.V.

Groene

2014. Targeted online advertising reciprocity appeals to increase acceptance among users of free web services. J. Mark. 78 (1), 59–75.

77.

Shah

D.V.

Cappella

J.N.

Neuman

W.R.

2015. Big data, digital media, and computational social science: possibilities and perils. Ann. Am. Acad. Pol. Soc. Sci. 659 (1), 6–13.

78.

Shah

2020. Fighting coronavirus with big data. Harv. Bus. Rev. 6 April.Retrieved from https://hbr.org/2020/04/flghting-coronavirus-with-big-data.

79.

Sharma

Gassenheimer

J.B.

Alford

B.L.

2010. Internet channel and cannibalization: an empirical assessment of sales agents’ perspective. J. Pers. Sell. Sales Manag. 30 (3), 209–221.

80.

Son

J.-.Y.

Kim

S.S

. 2008. Internet users’ information privacy-protective responses: a taxonomy and a nomological model. MIS Quart. 32 (3), 503–529.

81.

Steinhoff

Arli

Weaven

Kozlenkova

I.V.

2019. Online relationship marketing. J. Acad. Mark. Sci. 47 (3), 369–393.

82.

Steinhoff

Palmatier

R.W.

2016. Understanding loyalty program effectiveness: managing target and bystander effects. J. Acad. Mark. Sci. 44 (1), 88–107.

83.

Swinhoe

, 2020. The 15 Biggest Data Breaches of the 21st Century. CSO Online 17 April. Retrieved from https://www.csoonline.com/article/2130877/the-biggest-data-breaches-of-the-21st-century.html.

84.

Thomas

J.S.

Sullivan

U.Y.

2005. Managing marketing communications with multichannel customers. J. Mark. 69 (4), 239–251.

85.

Toker-Yildiz

Trivedi

Choi

Chang

S.R.

2017. Social interactions and monetary incentives in driving consumer repeat behavior. J. Mark. Res. 54 (3), 364–380.

86.

Tolido

, 2016. TechnoVision 2016 -No work Capgemini 11 January. Retrieved from https://www.capgemini.com/2016/01/technovision-2016-no-work/.

87.

Tucker

C.E.

2014. Social networks, personalized advertising, and privacy controls. J.Mark. Res. 51 (5), 546–562.

88.

Valinsky

, 2020. Business is Booming for These Companies During the COVID-19 Pandemic. CNN Digital 11 May. Retrieved from https://www.ctvnews.ca/health/coronavirus/business-is-booming-for-these-companies-during-the-covid-19-pandemic-1.4933907.

89.

van Doorn

Mende

Noble

S.M.

Hulland

Ostrom

A.L.

Grewal

Pe-tersen

J.A

. 2017. Domo arigato Mr. Roboto: emergence of automated social presence in organizational frontlines and customers’ service experiences. J. Serv. Res. 20 (1), 43–58.

90.

Venkatesan

Mehta

Bapna

2007. Do market characteristics impact the relationship between retailer characteristics and online prices? J. Retail. 83 (3), 309–324.

91.

Viglia

Pera

Bigne

2018. The determinants of stakeholder engagement in digital platforms. J. Bus. Res. 89 (August), 404–410.

92.

Wakabayashi

Nicas

Lohr

Isaac

2020. Big Tech Could Emerge from Coronavirus Crisis Stronger Than Ever. The New York Times 23 March. Retrieved from https://www.nytimes.com/2020/03/23/technology/coronavirus-facebook-amazon-youtube.html.

93.

Wallace

D.W.

Giese

J.L.

Johnson

J.L.

2004. Customer retailer loyalty in the context of multiple channel strategies. J. Retail. 80 (4), 249–263.

94.

Wang

R.J.H.

Malthouse

E.C.

Krishnamurthi

2015. On the go: how mobile shopping affects customer purchase behavior. J. Retail. 91 (2), 217–234.

95.

Waytz

Cacioppo

Epley

2010. Who sees human? The stability and importance of individual differences in anthropomorphism. Perspect. Psychol. Sci. 5 (3), 219–232.

96.

Wood

N.T.

Solomon

M.R.

Englis

B.G.

2005. Personalisation of online avatars: is the messenger as important as the message? Int. J. Internet Mark. Advert. 2 (1–2), 143–161.

97.

Savov

Nguyen

Bloomberg , 2020. Zoom backlash intensifies as companies from Daimler to BofA institute bans and curbs over security concerns. Fortune. 23 April. Retrieved from https://fortune.com/2020/04/23/zoom-backlash-daimler-bank-of-america-bans-curbs-security-concerns/.

98.

Yoon

Choi

S.M.

Sohn

2008. Building customer relationships in an electronic age: the role of interactivity of e-commerce web sites. Psychol. Mark. 25 (7),602–618.

99.

Zhang

Trusov

Stephen

A.T.

Jamal

2017. Online shopping and social media: friends or foes? J. Mark. 81 (6), 24–41.

100.

Zhu

Dholakia

U.M.

Chen

Algesheimer

. 2012. Does online community participation foster risky financial behavior? J. Mark. Res. 49 (3), 394–407.