Working Papers, Hanken School of Economics
No 513:
Towards a Dynamic Communication Model: A Useful Tool in Relationship Communication
Åke Finne ()
and Christian Grönroos ()
Abstract: In order to bring insight into the emerging concept of
relationship communication, concepts from two research traditions will be
combined in this paper. Based on those concepts a new model, the dynamic
relationship communication model, will be presented. Instead of a company
perspective focusing on the integration of outgoing messages such as
advertising, public relations and sales activities, it is suggested that
the focus should be on factors integrated by the receiver. Such factors can
be historical, future, external and internal factors. Thus, the model put a
strong focus on the receiver in the communication process. The dynamic
communication model is illustrated empirically using it as a tool on 78
short stories about communication. The empirical findings show that
relationship communication occurs in some cases; in some cases it does not
occur. The model is a useful tool in displaying relationship communication
and how it differs from other communication. The importance of the time
dimension, historical and future factors, in relationship communications is
discussed. The possibility of reducing communications costs by the notion
of relationship communication is discussed in managerial implications.
Keywords: Relationship communication; IMC; meaning creation; relationship marketing; marketing communication; (follow links to similar papers)
18 pages, September 13, 2006
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