engleski

The Moderating Role of the Level of Involvement and Customer Relationship Proneness on Customer Relationship Perception and Consequent Customer Behaviour

Abstract Continuous plea in marketing management is to make marketing instruments more efficient. In recent years introduction of customer relationship marketing instruments is strongly advocated, both in marketing theory and practice. However, evidences in their efficiency are equivocal. Most of the studies that talk in favour of introducing CRM have been conducted in contractual/high involvement settings. The nature of non-contractual/low involvement setting obscures generalisation of such findings, even more if we take into account arguments of the low-involvement learning theory. In conclusion, the level of involvement and customer relationship proneness moderate the effects of marketing instruments on customer perceptions and customer behaviour. The nature of moderation is not yet fully understood. This paper reports on preliminary study of literature conducted in an attempt to inductively build the theory by comprising the theoretical aspects from the various fields of inquiry.

Relationship marketing; Customer Relationship Management; low involvement decision-making; CUSAMS

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