Title:	THE ROLE OF DIGITAL CHANNELS IN THE BEGINNING OF CUSTOMER RELATIONSHIPS
Author(s):	Kristina Heinonen , Thomas Michelsson
ISBN:	972-8924-23-2
Editors:	Sandeep Krishnamurthy and Pedro Isaías
Year:	2006
Edition:	Single
Keywords:	relationship beginning, digital relationships, relationship marketing
Type:	Full Paper
First Page:	151
Last Page:	158
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	The interest both amongst academics and practitioners towards relationship dynamics is growing, and the focus is expanding from relationship ending towards a larger perspective on the whole relationship lifecycle including relationship beginning. However, there is less research in digital relationships that do not involve interpersonal contacts, or where interactions through a technology interface such as the Internet or a mobile phone are an important contact method. It is probable that there are many types of digital relationships and that the dynamics of the relationships differ from traditional physical relationships. The aim of this paper is to describe the role of digital channels in the beginning phase of customer relationships. Digital relationships are defined as relationships where the buyer-seller interactions that occur through a technology interface are especially important for the relationship. These digital relationship initiations are explored from the service provider perspective and an explorative qualitative study was conducted with business executives in June-July 2006. Findings indicate that B2B- and B2C-relationships begin differently: digital B2B-relationships are often an extension to traditional interpersonal relationships and rely on face-to-face contacts, whereas it is customers who initiate B2C-relationships. Also, digital and interpersonal contacts are most often used simultaneously in the customer relationship. The paper contributes to existing e-service research by exploring the role of digital channels in customer relationships. It also extends relationship marketing research by exploring the beginning phase of a relationship, rather than focusing on how to maintain, develop or even end existing relationship, as well as and including a digital perspective to relationship dynamics. Managerial contribution includes further understanding of when and how a relationship begins, and the importance of other customers on relationship beginning.
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