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CRM, Dialogue and Trust: The Effects on Trust of Differentiated Messages

McMahon-Beattie, Una and Palmer, A (2004) CRM, Dialogue and Trust: The Effects on Trust of Differentiated Messages. In: Proceedings of the 33rd European Marketing Assocaiteion Conference, University of Murcia. University of Murcia, Spain, pp. 524-535. ISBN ISBN 84 8371 464 7 [Book section]

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Customer Relationship Management (CRM) systems have been promoted as a tool by which organisations can differentiate their price/product offer between increasingly small market segments. However, differentiation by CRM is generally based on an assumption of privacy of dialogue. Where the privacy assumption is breached and consumers compare the offers that they have received from a supplier, trust in the supplier may be undermined on the basis that a buyer perceives that they have received less favourable treatment. This paper explores the theoretical reasons underlying the apparent conflict between discriminatory pricing and relationship trust. Preliminary results of an experimental longitudinal study of the effects on trust of discriminatory pricing between two groups of consumers are reported.

Item Type:Book section
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29350
Deposited By: Professor Una McMahon-Beattie
Deposited On:28 Apr 2014 13:19
Last Modified:28 Apr 2014 13:19

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