Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice

The study of Relationship Marketing (RM) has led to improved understanding and management of customer relationships. However, it has suffered recent criticism for firm-centricity, and for failing to address the impact of the technological revolution and resulting customer empowerment in firm-customer relationships. This paper addresses these limitations by reconceptualizing RM as consumer led, with firm interactions enabling consumers to create their own unique experiences and value through the increasing accessibility of innovative technologies. This, in turn, benefits the firm through reciprocated value and beneficial relationship outcomes. We critically review extant knowledge and derive five propositions about firm-customer relationships. These propositions form the basis of managerial implications and a research agenda to better understand the impact of technologies and customer experience on RM.