Browsing Publications Hosted at Saint Mary’s by Author "Fullerton, Gordon L. (Gordon Lee), 1964-"

Browsing Publications Hosted at Saint Mary’s by Author "Fullerton, Gordon L. (Gordon Lee), 1964-"

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    Do trust and committment matter in service relationships? 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 1999)
    This study compares the relationship marketing perspective with the service quality perspective in explaining the roles of trust and quality on loyalty. Both perspectives have some support in the study’s data. It is argued ...

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    Trading paint: the transfer of brand meaning in NASCAR racing 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 2011)
    The paper reports upon a series of depth interviews conducted with members of the NASCAR culture of consumption. It was found that fans are committed to the drivers they support and that drivers have the ability to influence ...

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    A typology of CRM systems 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 2004)
    Customer relationship management is to the new millennium of marketing thought and practice what the marketing concept was to marketing thought and practice in the 1960’s. This being said, CRM programs have lead to mixed ...

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    Waits, delays and psychological contracts 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 2007)
    This paper investigates psychological contracts inherent in service experiences. Using consumption stories written by consumers, it demonstrates how a breach of the psychological contract as a result of a wait or delay ...

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    Why do committed customers defect? They are not engaged! 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 2013)
    Marketing practitioners and academicians have been talking a lot about customer engagement in recent years (Sprott et.al, 2009; Fournier, 2011). By all accounts it is the newest and hottest “construct” in the field these ...