Service encounter interaction model

Despite academic discourse and practitioner rhetoric about the value and interactive nature of relationship marketing, many of the recent studies in the literature have investigated only one or two outcome constructs of the buyer/service provider interaction. This paper provides a conceptual framework that allows for a clearer understanding of the factors in operation in the context of a service encounter in which buyer/marketer interaction occurs. In identifying the influences acting on the buyer/marketer interaction, the framework supports practitioner optimisation of a customer relationship marketing strategy.