Balancing Transactions and Relationships: Insights from customer interactions in PR and advertising
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Departing from a theoretical problem, reinforced by a practical dilemma, this study set out to
explore the dialectics between the transactional and relationship perspective that PR and
advertising marketers must handle in their customer relations. Formulating the study from
established transaction and relationship marketing theories and using qualitative interviews
with PR and advertising practitioners, we have explored how two contradicting perspectives
surface in the customer interactions. The results show that there is a need for both
perspectives to coexist and that the balance in between them is constantly shifting.
Place, publisher, year, edition, pages
2015. , 44 p.
transaction, relationship, PR, advertising, oscillation
IdentifiersURN: urn:nbn:se:uu:diva-247243OAI: oai:DiVA.org:uu-247243DiVA: diva2:795347
Subject / course
Bachelor Programme in Business and Economics