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Acquisition Pattern Analysis for Relationship Marketing: A Conceptual and Methodological Redefinition

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  • Leonard J. Paas
  • Anton A.A. Kuijlen
  • Theo B.C. Poiesz

Abstract

Traditionally, relationship marketing focuses upon the interaction between suppliers and consumers. In this article, the authors propose that relationship marketing cannot ignore another type of (long-term) interaction: the one between consumers and products. Both types of interaction should be taken into account when assessing the nature and the quality of the relationship. The relevant literature on consumer--product interactions is limited. Existing theoretical concepts, including brand loyalty, cannot adequately cover the full notion of consumer--product interactions. Acquisition pattern analysis (APA) seems capable of providing an alternative. It provides an insight in the structure of product sets and acquisition orders. However, the available techniques for APA cause confusion by their emphasis on either the structure or the order of product acquisitions. The authors propose a methodological improvement, which has analytical implications as well. A study on purchases of financial products demonstrates the proposed alternative approach, and managerial implications are discussed.

Suggested Citation

  • Leonard J. Paas & Anton A.A. Kuijlen & Theo B.C. Poiesz, 2005. "Acquisition Pattern Analysis for Relationship Marketing: A Conceptual and Methodological Redefinition," The Service Industries Journal, Taylor & Francis Journals, vol. 25(5), pages 661-673, July.
    • Handle: RePEc:taf:servic:v:25:y:2005:i:5:p:661-673
    DOI: 10.1080/02642060500100999
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    Citations

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    Cited by:

    1. Paas, Leonard J. & Bijmolt, Tammo H.A. & Vermunt, Jeroen K., 2007. "Acquisition patterns of financial products: A longitudinal investigation," Journal of Economic Psychology, Elsevier, vol. 28(2), pages 229-241, April.
    2. Paas, L.J. & Vermunt, J.K. & Bijmolt, T.H.A., 2007. "Discrete-time discrete-state latent Markov modelling for assessing and predicting household acquisitions of financial products," Other publications TiSEM 5781ab33-6687-4ad5-b57a-3, Tilburg University, School of Economics and Management.
    3. Samy Mansouri, 2021. "Business cycles influences upon customer cross-buying behavior in the case of financial services," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 26(3), pages 181-201, September.
    4. Paas, L.J. & Bijmolt, T.H.A. & Vermunt, J.K., 2007. "Acquisition patterns of financial products : A longitudinal investigation," Other publications TiSEM 6e60376b-b689-4e76-93b8-5, Tilburg University, School of Economics and Management.
    5. Leonard Paas, 2006. "Acquisition pattern analysis for evolutionary database marketing," The Service Industries Journal, Taylor & Francis Journals, vol. 29(6), pages 805-812, July.
    6. Leonard J. Paas & Jeroen K. Vermunt & Tammo H. A. Bijmolt, 2007. "Discrete time, discrete state latent Markov modelling for assessing and predicting household acquisitions of financial products," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 170(4), pages 955-974, October.

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