The Role of authenticity in relationship marketingaabri.com/manuscripts/11789.pdfThe Role of...

The Role of authenticity in relationship marketing

Abstract

This paper examines the concept of authenticity as it applies to relationship

marketing. The rationale for this paper is the belief that authenticity is a key variable to

consider in the context of successful relationship marketing

scholarly attention from business researchers

scholars from other disciplines have engaged with authenticity

are related to authenticity include trust, integrity and heritage. Furthermore,

several key components of an authenticity framework

relationship marketing, such that authenticity is considered to be a process rather than a state

Authenticity is intrinsically about the individual and is experience

importantly, the process is reflexiv

but is always being made and remade. The paper closes by arguing that

establishing authenticity needs to be carefully

importance in relationship marketing can be measured

Keywords: relationship marketing, authenticity, trust, integrity, process

Journal of Management and Marketing Research

The Role of Authenticity

authenticity in relationship marketing

J. Barry Dickinson

Holy Family University

concept of authenticity as it applies to relationship


consider in the context of successful relationship marketing. As such, it has received scant

from business researchers. This paper examines the ways in which

have engaged with authenticity. Some of the constructs that

are related to authenticity include trust, integrity and heritage. Furthermore, it identifies

several key components of an authenticity framework that are applicable widely to

relationship marketing, such that authenticity is considered to be a process rather than a state

is intrinsically about the individual and is experienced at that scale. Most

importantly, the process is reflexive and emergent, such that authenticity is never finished,

ays being made and remade. The paper closes by arguing that the process of

needs to be carefully validated as a variable, in order that its

ship marketing can be measured.

Keywords: relationship marketing, authenticity, trust, integrity, process


The Role of Authenticity,

authenticity in relationship marketing

concept of authenticity as it applies to relationship


. As such, it has received scant

in which

. Some of the constructs that

identifies

that are applicable widely to

relationship marketing, such that authenticity is considered to be a process rather than a state.

at that scale. Most

e and emergent, such that authenticity is never finished,

the process of

as a variable, in order that its

Introduction

This paper explores the concept of authenti

believed that authenticity is a very important variable within marketing and specifically

relationship marketing. However, the construct has

This paper explores the definition of

how it has been elucidated by others in the field,

conceptually, and provide some signposts to how it might be empirically tested.

approaches this in two ways. First, it

relationship marketing context, where relationship marketing as an approach came from, how

it has evolved over time, and how it

is to demonstrate why the idea of authenticity

within the framework of relationship marketing.

many authentic-like concepts in relationship marketing

honesty, but it is argued that none of these concepts quite encapsulates all of the variables

within relationship marketing. It is then argued that authenticity is perhaps a better

framework for understanding the complexity of relationship marketing, and a definition of

authenticity is offered.

Relationship marketing emerged

twentieth century. However, it has assumed increasing attention by marketing scholars wit

the advent of emerging communications technologies that have chang

between buyer and seller. This section

so that a more substantive discussion

One of the first notable uses of the phrase “relationship marketing” was

the marketing of services (Berry, 1983). However,

universally recognized for identify

“Despite the importance generally ascribed to the idea of exchange, marketing

research has largely neglected

tending to study transactions as discrete events. The lack of attention to antecedent

conditions and processes

in the development of marketing knowledge”

At its root, relationship marketing is essentially a

away from a focus on transactions to a focus on t

adopt this long-term perspective of the customer, the seller must

buying behavior and motivations of its

radically new way of thinking about

buyer and the seller each evaluate their satisfaction with t

transaction in isolation but through the prism of

Relationship marketing initially surfaced in

migrated across virtually all marketing strategies

‘relationship type strategies’ that have

(Kanagal, 2009). The emergence of new technologies

management (CRM) software programs,

marketing philosophy. Relationship marketing works in it

service is something that needs to be

a range of choices for his/her purchase

1998). Although there are variations on the theme of

feature is the unfolding of the relationship

This very simple definition belies what is in fact a very complex approach to business.

Relationship marketing is based on collect



the concept of authenticity in relationship marketing.

is a very important variable within marketing and specifically

However, the construct has had relatively little scholarly attention.

the definition of authenticity in the context of relationship mark

it has been elucidated by others in the field, how it can be framed analytically and

conceptually, and provide some signposts to how it might be empirically tested.

approaches this in two ways. First, it provides a sound grounding of authenticity in a

, where relationship marketing as an approach came from, how

it has evolved over time, and how it has been deployed in the field. The purpose of doing this

the idea of authenticity, as a key marketing variable, is best explored

within the framework of relationship marketing. Second, it is acknowledged that there are

like concepts in relationship marketing, such as notions of trust, integrity or

d that none of these concepts quite encapsulates all of the variables

It is then argued that authenticity is perhaps a better


emerged as a recognized discipline in the later part of the

twentieth century. However, it has assumed increasing attention by marketing scholars wit

emerging communications technologies that have changed the relationship

This section briefly introduces the relationship marketing

discussion concerning authenticity can be launched.

notable uses of the phrase “relationship marketing” was concerning

(Berry, 1983). However, Dwyer, Schurr and Oh (1987)

universally recognized for identify relationship marketing as a distinct construct:

e generally ascribed to the idea of exchange, marketing

neglected the relationship aspect of buyer-seller behaviour, while


conditions and processes for buyer-seller exchange relationships is a serious omission

in the development of marketing knowledge” (p. 11).

root, relationship marketing is essentially an evolution of the marketing

focus on transactions to a focus on the lifetime value of a customer.

term perspective of the customer, the seller must thoroughly understand the

and motivations of its customer base. Relationship marketing represents a

about the relationship between the customer and the seller

evaluate their satisfaction with the relationship not through a single

transaction in isolation but through the prism of an inter-connected series of transactions

initially surfaced in direct response marketing but it has now

all marketing strategies. The concept refers to a wide range of

‘relationship type strategies’ that have emerged in product as well as service markets

The emergence of new technologies, such as customer relationship

management (CRM) software programs, has also assisted in the adoption of a relation

Relationship marketing works in its purest form when the product or

service is something that needs to be, or can be, purchased at intervals, and the customer has

purchase (Fontenot & Wilson, 1997; Morris, Brunyee,

Although there are variations on the theme of relationship marketing, the defining

of the relationship over an extended time.


marketing is based on collecting information about customers, such as



. It is

is a very important variable within marketing and specifically

had relatively little scholarly attention.

in the context of relationship marketing,

how it can be framed analytically and

conceptually, and provide some signposts to how it might be empirically tested. The paper

uthenticity in a

, where relationship marketing as an approach came from, how

. The purpose of doing this

is best explored

it is acknowledged that there are

, such as notions of trust, integrity or

d that none of these concepts quite encapsulates all of the variables

It is then argued that authenticity is perhaps a better


r part of the

twentieth century. However, it has assumed increasing attention by marketing scholars with

he relationship

relationship marketing concept,

launched.

concerning

(1987) are

:

e generally ascribed to the idea of exchange, marketing

seller behaviour, while


seller exchange relationships is a serious omission

the marketing concept

lifetime value of a customer. In order to

understand the

Relationship marketing represents a

the relationship between the customer and the seller. The

not through a single

connected series of transactions.

irect response marketing but it has now

refers to a wide range of

service markets

such as customer relationship

adoption of a relationship

the product or

purchased at intervals, and the customer has

, Brunyee, & Page,

the defining


such as their

behaviors and motivations, and using

Researchers have focused their attention on the nature of this personalized relationship.

have been numerous theories advanced that seek to identify the

maintaining the relationship. It is argued here

approaches have provided insight

capture the relationship in its entirety.

What has accelerated this sty

development of communications technology and

several generations of Customer Relationship Management systems

2004). In tandem with this, the growth in online commerce has provided a technological

context to collect information on customers as they access online

forms of social media are remaking the practice of relationship marketing, as people come

into contact with brands in a whole new variety of ways, and in particular, ways that involve

the influence of their peers and feedback loops

advancements have made it very easy to collect huge

Moreover, these innovations have

the collection of information to methods of interpreting the information. By interpreting

buyer behavior accurately, marketers can create

The results of relationship marketing become more powerful as more

and the seller gets a clearer picture of its customers.

While relationship marketing began as the desire to build a long

beneficial, relationship with a customer, it has evolved to become an entire approach

organizations and business processes. The key to successfully retaining and building

relationships with customers is to understand their behavio

other key variables. Some researchers

through manipulating the marketing mix, might not be

relationships. The traditional method

in a way that allows them to assess and respond to customer

particular, these researchers argue that rather than organiz

marketing, operations and so forth, successful organizations

around customer experiences and procedur

The next section of the paper

grounding theory for authenticity

‘authentic-like’ notions within marketing,

of the variables within a relationship marketing scenario, so it is necessary to offer a ne

theoretical approach. Other social science disciplines do address the notion of authenticity as

a construct. This is the foundation or ground

authenticity in relationship marketing. In doing this,

most of the elements of authentic

amongst these are notions such as trust and heritage. These

nebulous and are not adequately

marketing mix. These concepts need to be explored in the context of a rel

buyer and seller that evolves over time.

explored through the prism of relationship marketing;

rather than just apply it as a variable, is best don

Before trying to suggest ways of testing authenticity, it is necessary to produce a

credible definition of it. What follows is a review of the various ways that academics have

approached authenticity and authentic

constructs in relationship marketing

purpose of doing this is to demonstrate the need for a more carefully thought out



using this to develop a personalized relationship with them.

Researchers have focused their attention on the nature of this personalized relationship.

advanced that seek to identify the key variables in creating a

t is argued herein that while many of these theoretical

approaches have provided insight into the relationship, none of them quite managed to

capture the relationship in its entirety.

What has accelerated this style of marketing over the last few decades is the

ations technology and, in particular, the rapid development of

several generations of Customer Relationship Management systems (Gummesson,

. In tandem with this, the growth in online commerce has provided a technological

information on customers as they access online stores. In addition, new

re remaking the practice of relationship marketing, as people come


the influence of their peers and feedback loops (Meadows-Klue, 2008). These techno

made it very easy to collect huge amounts of data about customers.

Moreover, these innovations have shifted the challenge of relationship marketing


buyer behavior accurately, marketers can create an authentic experience for the customer.

results of relationship marketing become more powerful as more information is collected

and the seller gets a clearer picture of its customers.

While relationship marketing began as the desire to build a long-term, mutually

beneficial, relationship with a customer, it has evolved to become an entire approach


is to understand their behaviors, needs, wants, dislikes, and

researchers argue that the traditional approach to marketing,

through manipulating the marketing mix, might not be the best mechanism for building these

The traditional method is too rigid and organizations need to deploy themselves

in a way that allows them to assess and respond to customer relationships (Gordon, 1999)

these researchers argue that rather than organize around functions such as sales,

and so forth, successful organizations should organize themselves

around customer experiences and procedures.

of the paper addresses why relationship marketing makes a good

authenticity. Although there has been considerable work done

within marketing, none of them quite encapsulates all of the diversity

of the variables within a relationship marketing scenario, so it is necessary to offer a ne

. Other social science disciplines do address the notion of authenticity as

foundation or grounding for developing an initial model of

authenticity in relationship marketing. In doing this, the model of authenticity does contain

authentic-like constructions discussed in the next section

amongst these are notions such as trust and heritage. These concepts are ultimately quite

captured by traditional marketing models such as the

need to be explored in the context of a relationship between a

d seller that evolves over time. That is not to say that authenticity can onl

of relationship marketing; however, to unpack authenticity itself,

rather than just apply it as a variable, is best done through relationship marketing.


What follows is a review of the various ways that academics have

and authentic-like concepts. The literature on authentic-

in relationship marketing is examined through a series of interlinked themes

purpose of doing this is to demonstrate the need for a more carefully thought out



ed relationship with them.

Researchers have focused their attention on the nature of this personalized relationship. There

key variables in creating and

f these theoretical

quite managed to

is the

the rapid development of

(Gummesson, 2008;

. In tandem with this, the growth in online commerce has provided a technological

stores. In addition, new

re remaking the practice of relationship marketing, as people come


technological

amounts of data about customers.

shifted the challenge of relationship marketing away from


ntic experience for the customer.

information is collected

term, mutually

beneficial, relationship with a customer, it has evolved to become an entire approach to


slikes, and

marketing,

he best mechanism for building these

ations need to deploy themselves

(Gordon, 1999). In

ch as sales,

e themselves

relationship marketing makes a good

done on

all of the diversity

of the variables within a relationship marketing scenario, so it is necessary to offer a new

. Other social science disciplines do address the notion of authenticity as

developing an initial model of

the model of authenticity does contain

like constructions discussed in the next section; chief

concepts are ultimately quite

ting models such as the

ationship between a

That is not to say that authenticity can only be

, to unpack authenticity itself,

e through relationship marketing.


What follows is a review of the various ways that academics have

-like

through a series of interlinked themes. The

purpose of doing this is to demonstrate the need for a more carefully thought out and holistic

approach to the relationship, and one that can be tested rather than assumed. The literature on

authentic-like concepts is vast, so the following discussion is not intended to be exhaustive,

but more an efficient means of drawing together

have sought to engage with and define

The Case for Authenticity: Authentic Like Approaches to Relationships

As noted earlier, authors have examined

buyers and sellers within relationship marketing

These attempts have been very valuable exercises in shedding light upon the workings of

these relationships. However, while they have identified a series of key factors

relationships, none of them quite capture

This section of the paper discusses these approaches in a thematic fashion, exploring the key

means by which other academics have sought to engage with

that exist as a result. The specific themes discussed in this section refer to ideas of trust,

honesty, integrity, and ideas of ‘knowing.’

The constructs of trust, honesty

of the nomological net associated with

in a variety of different ways, and this has led to some of the most interesting insights into

relationship marketing. Morgan & Hunt (1994) approach this in th

manner with their assessment of trust and commitment in relationship marketing. They offer

a ‘key mediating variable’ model of trust and commitment

commitment are important factors

offer a slightly more nuanced view of

trust between the buyer and seller/brand in question, as

and Doney & Cannon (1997) argue.

dyad---from the perspective of the buyer. As mentioned earlier,

highly reliant on the ability of the seller to collect

behaviors. In order to use this information,

need to access this data (Luo, 2002; Schoenbachler & Gordon,

(1999) theoretically distinguish between the constructs

by establishing discriminant validity and indicate where each construct

deployed. Hennig-Thurau, Gwinner, & Gremler

discussions on the specific idea of integrity in the relationship.

further than this, and suggests that there are 26 key terms such as trust within relations

marketing that require further analysis. He indicates that

relationship marketing cannot be brought

common vocabulary. Doney & Cannon (1997) focus solely on the idea of trust, and how trust

can be built within a relationship. They suggest a five stage cognitive process, which they

elevate to a full model, and then test

and seller. What is particularly interesting about the Doney & Canon

temporalise trust to an extent, by using their theoretical approach to

of trust, and the future outcomes

trust between two people, but also examine trust between organiz

networked approaches to business.

There have also been specific areas where

of authenticity in conjunction with the idea of trust

the term authenticity. Farrelly & Quester

of trust and commitment in establishing a

Football League. Their findings indicate that there are



, and one that can be tested rather than assumed. The literature on

is vast, so the following discussion is not intended to be exhaustive,

but more an efficient means of drawing together the key ways that other academi

have sought to engage with and define these types of behavior.

The Case for Authenticity: Authentic Like Approaches to Relationships

authors have examined the variables of the relationship between

sellers within relationship marketing framework from a variety of perspectives


while they have identified a series of key factors that in

, none of them quite captures everything or offers a broader explanatory power


means by which other academics have sought to engage with this relationship, and the gaps

The specific themes discussed in this section refer to ideas of trust,

ideas of ‘knowing.’

of trust, honesty, commitment, and integrity are often considered

of the nomological net associated with relationship marketing. Authors have approached this


Morgan & Hunt (1994) approach this in the most direct, if rigid,


model of trust and commitment. They conclude that trust and

commitment are important factors in any viable relationship. Other authors have sought to

offer a slightly more nuanced view of trust and commitment. There is a concept of general

trust between the buyer and seller/brand in question, as Morgan & Hunt (1994), Berry (1995)

on (1997) argue. Trust has also been examined from the other side of the

perspective of the buyer. As mentioned earlier, relationship marketing is

he ability of the seller to collect and use data concerning customer

iors. In order to use this information, the customer has to accommodate the seller’s

need to access this data (Luo, 2002; Schoenbachler & Gordon, 2002). Garbarino & Johnson

(1999) theoretically distinguish between the constructs of satisfaction, trust and commitment

by establishing discriminant validity and indicate where each construct might best be

Gwinner, & Gremler (2002) and Nevin (1995) offer useful

discussions on the specific idea of integrity in the relationship. Harker (1999) goes much

further than this, and suggests that there are 26 key terms such as trust within relations

marketing that require further analysis. He indicates that the divergence of models in

be brought under any meaningful theory until there



and then test empirically to understand the interaction between buyer

What is particularly interesting about the Doney & Canon (1997) study is that they

temporalise trust to an extent, by using their theoretical approach to identify the antecedents

of changes in trust. Furthermore, they do not just examine

so examine trust between organizations, in the context of

networked approaches to business.

There have also been specific areas where people have attempted to deploy the notion

of authenticity in conjunction with the idea of trust, though they have not attempted to define

. Farrelly & Quester (2003) provide an excellent analysis of the core rol

ent in establishing a relationship between sponsors and the Australian

. Their findings indicate that there are both economic and non-economic



, and one that can be tested rather than assumed. The literature on

is vast, so the following discussion is not intended to be exhaustive,

the key ways that other academic disciplines

the variables of the relationship between

from a variety of perspectives.


that influence

a broader explanatory power.


ship, and the gaps

The specific themes discussed in this section refer to ideas of trust,

often considered part

relationship marketing. Authors have approached this


e most direct, if rigid,


trust and

Other authors have sought to

here is a concept of general

Morgan & Hunt (1994), Berry (1995)

the other side of the

relationship marketing is

and use data concerning customer

accommodate the seller’s

Garbarino & Johnson

commitment

might best be

and Nevin (1995) offer useful

Harker (1999) goes much

further than this, and suggests that there are 26 key terms such as trust within relationship

the divergence of models in

until there is a



the interaction between buyer

study is that they

the antecedents

do not just examine

ations, in the context of

people have attempted to deploy the notion

, though they have not attempted to define

provide an excellent analysis of the core role

relationship between sponsors and the Australian

economic

benefits for both sides of the dyad

approached this in a broader manner, through their analysis of

relationships are established in the marketing of business

points to the fact that the creation of an authentic and successfu

through the two-way interaction of people. I

it is manufactured through the interactions of two people over time. Central to that process is

the idea of trust and respect. Murphy

through trying to understand what might constitute the idea of ‘authentic trust’ within

relationship marketing and how that might be tested. They also

ethical marketing. Groves (2001), in his ex

relationship with consumers in the British food industry

authenticity can be created through trust in the manufacture and provenance of

Pfaffenberger (2000) demonstrated

emotions, such as fear. He examines this in the context of the information technology

industry where the consumer think

such as data loss and computer failure

From these efforts to explore and define trust,

forward can be discerned. Trust is essentially a construct of social relations that shifts

time. Trust exists not only between individuals

that they interact. What constitutes trust changes over time, as

It is arguable that this construct of trust is a subset of a wid

the notion of changing through time is something that is important to a wider definition of

authenticity.

These efforts to engage with notions of trust and kindred concepts within relationship

marketing have been very useful in understand

relationship. However, they do not go far enough. Trust,

explain the relationship between buyer and seller.

marketing is longevity. Longevity

indicates that ideas such as trust are built up over time.

The work of Grönroos (1997) and Buttle (1996)

relationship marketing, have noted that one of the key defining characteristics of relationship

marketing is the development of the relationship over a much longer time pe

previously considered. The factors th

over time included a myriad of things concerning

marketing and sales processes employed in selling it.

step further by arguing that things like trust, integrity and value shift in definition over time,

and any understanding of the dynamics of relationship marketing will necessarily hinge on

understanding how key variables shift in definition and meaning over time

variables shifting over time is a key concept returned to later in this

It is important to understand why th

because longevity on its own is not that significant, it is the

longevity that are more important. One of the key parts of trust in a relat

durable and has been tested over time. Doney & Cannon (1997) confirm this in their analysis

of the cognitive processes involved in establishing

also affects relationships, in that

customer and the seller.

Much has been made of the different kinds of data that can be collected on customers,

and the data that can be collected on sellers, and which kinds of data allow you to better

‘know’ each party, trust each party, and approximate what they will be likely to do.

this research has focused on the data the seller can collect on the buyer, whi



for both sides of the dyad. Sharma, Tzokas, Saren, & Kyziridis (1999) have

manner, through their analysis of the mechanism in which

in the marketing of business-to-business services. Their analysis

points to the fact that the creation of an authentic and successful relationship is accomplished

way interaction of people. It is not a case of projecting authenticity as such,


the idea of trust and respect. Murphy, Laczniak, & Wood (2007) have approached this


relationship marketing and how that might be tested. They also place this in the context of

. Groves (2001), in his examination of building authenticity into the

relationship with consumers in the British food industry, has noted the ways in which

authenticity can be created through trust in the manufacture and provenance of goods.

demonstrated ways in which an authentic relationship can be

He examines this in the context of the information technology

thinks they have authentic, genuine, protection from disasters

er failure, and they trust the supplier to deliver.

From these efforts to explore and define trust, a number of elements that can

forward can be discerned. Trust is essentially a construct of social relations that shifts

between individuals but also embedded in the context

. What constitutes trust changes over time, as actions and situations

It is arguable that this construct of trust is a subset of a wider construct of authenticity, and



ful in understanding some of the dynamics of the buyer/seller

they do not go far enough. Trust, honesty, and integrity alone do not

explain the relationship between buyer and seller. Another authentic-like facet of relationship

. Longevity is a positive aspect in relationship marketing and

that ideas such as trust are built up over time.

Grönroos (1997) and Buttle (1996), in elucidating the basic premise of


marketing is the development of the relationship over a much longer time period than was

previously considered. The factors that they identified as crucial in sustaining a rela

myriad of things concerning both the brand in question, as well as

marketing and sales processes employed in selling it. Ravald & Grönroos (1997) take this one

r by arguing that things like trust, integrity and value shift in definition over time,


understanding how key variables shift in definition and meaning over time. This idea of

r time is a key concept returned to later in this paper.

It is important to understand why this is an authentic-like behavior; it is authentic

because longevity on its own is not that significant, it is the qualities associated with

longevity that are more important. One of the key parts of trust in a relationship is that it is

been tested over time. Doney & Cannon (1997) confirm this in their analysis

of the cognitive processes involved in establishing trust amongst actors. However, longevity

relationships, in that longevity also imports a sense of ‘knowing’ both the


e data that can be collected on sellers, and which kinds of data allow you to better

‘know’ each party, trust each party, and approximate what they will be likely to do.

this research has focused on the data the seller can collect on the buyer, which ranges from



(1999) have

the mechanism in which

business services. Their analysis

accomplished

t is not a case of projecting authenticity as such,


(2007) have approached this


place this in the context of

amination of building authenticity into the

in which

goods.

can be based on

He examines this in the context of the information technology

they have authentic, genuine, protection from disasters,

a number of elements that can be taken

forward can be discerned. Trust is essentially a construct of social relations that shifts over

the context in which

ctions and situations change.

er construct of authenticity, and



ing some of the dynamics of the buyer/seller

and integrity alone do not

like facet of relationship

is a positive aspect in relationship marketing and it

elucidating the basic premise of


riod than was

relationship

as well as the

nroos (1997) take this one

r by arguing that things like trust, integrity and value shift in definition over time,


s idea of

r; it is authentic

associated with

ionship is that it is

been tested over time. Doney & Cannon (1997) confirm this in their analysis

trust amongst actors. However, longevity

longevity also imports a sense of ‘knowing’ both the


e data that can be collected on sellers, and which kinds of data allow you to better

‘know’ each party, trust each party, and approximate what they will be likely to do. Most of

ch ranges from

the initial calls of Khalil & Harcar (1999) that relationship marketing needed to harness

growing IT capabilities to collect ‘timely data’ on the customer, the market and products in

order to develop properly. Ryals & Knox

data has changed organizations, particularly with regards to CRM applications. However,

there has also been a growing band of work that has focused not o

analyzing which data is most useful from the p

relatively easily. Key examples of this include the work of Rud (2001) on how to mode

deploy the data collected and the work of Shaw

to discern behavioral patterns in

literature stream has is that it does not give much in the way of wider explanatory power to

relationship marketing. There is no doubt that the ability to gather and interpret data is a vital

part of maintaining a successful customer relationship, b

is a need for an notion that seeks to both recogniz

relationship, but also has the ability to offer a wider analytical framewo

relationship marketing.

Having now established a number of ways that acade

conceptualize the relationship in relationship marketing, it is necessary to establish where

authenticity fits as a construct. The passages

attempts to understand the relationship, but none of th

comprehensive fashion. Each attempt has generally focused on a single facet of the

relationship, and it is not really possibl

between buyer and seller from them. Therefore, the rest of this paper argues that the concept

of authenticity could be profitably deployed to try and draw all of these different aspects of

analysis together, and offer a lens with broader explanatory power for examining relationship

marketing.

Defining Authenticity

What is immediately obvious about the literature on relationship marketing is that

authenticity has not been a prominent theme

there seems to be an element of confusion

some respects, and thus authenticity is not often considered as an independent variable within

relationship marketing itself. This paper is a first step towards trying to understand

authenticity in more precise and wider

that bear examination.

Before analyzing the way that other academics have tried to use

set out our definition of authenticity, and then explore how this has been created through the

work of other authors. We take authenticity to be a reflexive process, whereby the seller

indicates to the buyer that it is acceptable

process because the way in which

shifts over time. Moreover, it encompass

above: trust, longevity, and knowing.

longevity, and knowing are continually negotiated over time, and the relationship builds

through continual cycles of the process.

sought to demonstrate the fragile nature of constructs like trust and knowing the customer,

and particularly, the way that they are strengthened over time

the way in which all of these constructs are intertwined and made real thr

interactions of business. Authenticity is not just about trust or longevity, or knowing, it is

about the dynamic way in which





order to develop properly. Ryals & Knox (2001) comment on how this need to pursue

ations, particularly with regards to CRM applications. However,

there has also been a growing band of work that has focused not on collecting data, but on

ing which data is most useful from the plethora of data that can now be collected

Key examples of this include the work of Rud (2001) on how to mode

and the work of Shaw, Subramaniam, Tan, & Welge (2001) on how

ral patterns in customer relationships. Again, the difficulty that this



maintaining a successful customer relationship, but it is only one element of it.

tion that seeks to both recognize the importance of ways of knowing in the

relationship, but also has the ability to offer a wider analytical framework for studying

Having now established a number of ways that academics have sought to

e the relationship in relationship marketing, it is necessary to establish where

as a construct. The passages above note that there have been a diversity of

attempts to understand the relationship, but none of them captures everything in a

fashion. Each attempt has generally focused on a single facet of the

ot really possible to gain a broader understanding of the relationship



ther, and offer a lens with broader explanatory power for examining relationship


authenticity has not been a prominent theme. However, where authenticity has been deployed

there seems to be an element of confusion between relationship marketing and authenticity in


ng itself. This paper is a first step towards trying to understand

more precise and wider terms, though there are other elements of the literature

ing the way that other academics have tried to use authenticity, we will



acceptable to engage in business. We cast authenticity as a

in which the seller signals to the buyer that it is acceptable

encompasses all the aspects of authentic-like models describe

and knowing. Understanding of each of these themes of trust,

and knowing are continually negotiated over time, and the relationship builds

through continual cycles of the process. The cited literature in the preceding literature has

to demonstrate the fragile nature of constructs like trust and knowing the customer,

the way that they are strengthened over time. Authenticity is not a state, but

all of these constructs are intertwined and made real through the day


in which they all fuse together in a reflexive process.





how this need to pursue timely

ations, particularly with regards to CRM applications. However,

n collecting data, but on

lethora of data that can now be collected

Key examples of this include the work of Rud (2001) on how to model and

2001) on how

Again, the difficulty that this



ut it is only one element of it. There

e the importance of ways of knowing in the

rk for studying

mics have sought to

e the relationship in relationship marketing, it is necessary to establish where

above note that there have been a diversity of

em captures everything in a

fashion. Each attempt has generally focused on a single facet of the

e to gain a broader understanding of the relationship



ther, and offer a lens with broader explanatory power for examining relationship


where authenticity has been deployed

between relationship marketing and authenticity in


ng itself. This paper is a first step towards trying to understand

terms, though there are other elements of the literature

authenticity, we will



ngage in business. We cast authenticity as a

acceptable to engage

like models describe

of each of these themes of trust,

and knowing are continually negotiated over time, and the relationship builds

The cited literature in the preceding literature has

to demonstrate the fragile nature of constructs like trust and knowing the customer,

nticity is not a state, but

ough the day-to-day


Researchers in other disci

have come up with a variety of ways

begins with some of the more abstract, philosophical, approaches to authenticity, before

moving on to some more applied app

of authenticity, built on the philosophy o

authenticity as a socially constructed concept

Finally, he examines the “bonds that unite authenticity and individualism

anthropological bases of authenticity

based around various aspects of culture, which is a collective

the work of Heidegger, who has focused on authenticity as an existential concept,

draws on the second point made by Handler (1986), with the notion that authenticity is

ultimately to be understood through the existence of the individual, and their attempt

bring meaning to that existence (Park, 2006)

a powerful one, but it is important to recogniz

something that is constantly evolving

disciplines, and notes that authenticity is not a state or static notion, but is in fact a continual

process of maintaining and remaking authenticity.

These ideas have been explored

a significant element of commercial advantage.

(1986), which attempted to build on the work of Heidegger and that of MacCannell (1973),

develops a framework of multiple authenticities,

of authenticity and inauthenticity.

authenticity is, to an extent, a social construct

embellishment designed to create the impression of an authentic experience where

not genuinely exist. In the particular case of marketing and relationship marketing, there is a

disjuncture between the commercial sensibilities o

market to customers.

One of the best examples of this literature is the work of Beverland

who have analyzed ways in which

decouple the images that they project of their organisation from the commercial activities.

They argue that this results in something of a conflict for managing the relationship of the

brand with the consumer, because the relationship is based on the crea

authenticity in their wine, and this is wedded to ideas of the past

threat of the consumer becoming aware of this disjuncture

destroyed. What makes this relevant to relationship ma

find authenticity in the wine per se

and the producer, as well as the trust they invest. What constitutes an authentic relationship

will shift over time, as the terms of what makes a real, authentic product change and the seller

strives to maintain that relationship.

Another way of teasing apart the

contexts and people, and that the creation of

This somewhat simplistic approach to developing authenticity has been taken further by more

modern works such as that by Chhabra (2005

authenticity as a four stage process that goes from the originator to the consumer, and has

developed this in later work to be a full stage authenticity continuum

this process move from stage one at the originator through a series of liaisons to the consumer

in stage four. This author would suggest that authenticity is not a closed process or

continuum, but is a reflexive process that is manufactured and maintained by both the

producer and consumer. This is most powerfully demonstrated by Cranton

(2004) who have elucidated how teachers develop authenticity as a fluid process that moves



s in other disciplines have devoted attention to defining authenticity

have come up with a variety of ways in which to conceptualize the construct. This section

with some of the more abstract, philosophical, approaches to authenticity, before

moving on to some more applied approaches. Handler (1986) has offered a three

of authenticity, built on the philosophy of Toqueville (1835). The first perspective

socially constructed concept. Second, he views it from the individual level.

bonds that unite authenticity and individualism.” Specifically

of authenticity. This often leads to questions of authenticity

based around various aspects of culture, which is a collective notion. Much has been made of

ork of Heidegger, who has focused on authenticity as an existential concept,


ultimately to be understood through the existence of the individual, and their attempt

(Park, 2006). The idea of authenticity as a social cons

but it is important to recognize that authenticity is not a static state, but

evolving. This last point has been developed across a variety of


process of maintaining and remaking authenticity.

These ideas have been explored, particularly in tourism studies, where authenticity is

element of commercial advantage. For example, the work of Pearce

to build on the work of Heidegger and that of MacCannell (1973),

of multiple authenticities, chiefly to express this through a dichotomy

of authenticity and inauthenticity. This indicates that any kind of conceptualization

, a social construct and will entertain elements of fakery and

embellishment designed to create the impression of an authentic experience where

In the particular case of marketing and relationship marketing, there is a

ercial sensibilities of the company and the image that they

One of the best examples of this literature is the work of Beverland & Luxton (2005)

ways in which companies in the commercial wine sector deliberately



brand with the consumer, because the relationship is based on the creation of the concept of

authenticity in their wine, and this is wedded to ideas of the past. This is constantly under

oming aware of this disjuncture and the relationship being

What makes this relevant to relationship marketing is that the customer does not

authenticity in the wine per se but in their perception of the relationship between them

he trust they invest. What constitutes an authentic relationship

terms of what makes a real, authentic product change and the seller

strives to maintain that relationship.

Another way of teasing apart the construct of authenticity is found separately in

that the creation of successful authenticity is achieved through both.


works such as that by Chhabra (2005; 2008). Chhabra (2005) develops the notion of

tage process that goes from the originator to the consumer, and has

developed this in later work to be a full stage authenticity continuum (2008). The stages of


. This author would suggest that authenticity is not a closed process or


This is most powerfully demonstrated by Cranton & Carusetta

elucidated how teachers develop authenticity as a fluid process that moves



authenticity and

This section

with some of the more abstract, philosophical, approaches to authenticity, before

three-point view

perspective casts

individual level.

pecifically,

questions of authenticity as being

notion. Much has been made of

ork of Heidegger, who has focused on authenticity as an existential concept, which


ultimately to be understood through the existence of the individual, and their attempts to

. The idea of authenticity as a social construct is

e that authenticity is not a static state, but

en developed across a variety of


where authenticity is

the work of Pearce & Moscardo

to build on the work of Heidegger and that of MacCannell (1973),

ly to express this through a dichotomy

conceptualization of

and will entertain elements of fakery and

embellishment designed to create the impression of an authentic experience where one may

In the particular case of marketing and relationship marketing, there is a

and the image that they

& Luxton (2005)

companies in the commercial wine sector deliberately



tion of the concept of

his is constantly under

and the relationship being

rketing is that the customer does not

but in their perception of the relationship between them

he trust they invest. What constitutes an authentic relationship

terms of what makes a real, authentic product change and the seller

of authenticity is found separately in

successful authenticity is achieved through both.


Chhabra (2005) develops the notion of

tage process that goes from the originator to the consumer, and has

he stages of


. This author would suggest that authenticity is not a closed process or


& Carusetta

elucidated how teachers develop authenticity as a fluid process that moves

through different contexts and participants

inspiration from Jung rather than the existential authenticity of Heidegger.

idea that what constitutes an authentic relationship, and the constituents of that such as trust

and understanding, shift in both different contexts and with different peoples.

method of approaching this comes from Rahm

used Piagetin thought and systems theory to cast authenticity as perpetually

notion of emergence and fluidity

definition of authenticity.

Management scholars have devoted

facet of modern leadership (Avolio

Cooper, Scandura, & Schriesheim

and understand the role of authenticity in learning and learning technologies

Oliver, & Reeves, 2003; Newmann

extension of the idea developed earlier that authenticity is a concept that i

individual, that it is a fluid state, and that it is an experiential phenomenon. That is, it is

something that is experienced rather than something that has a physical manifestation.

developed excellently by Shamir &

built around self concept clarity, self knowledge and self concordance and that authentic

leadership is built entirely around the self.

This idea that authenticity is a fluid, reflexive proce

importance within the context of relationship marketing

literature in this manner. While this idea of authenticity is vague, longevity or perceived

longevity is one of its defining fea

continually evolves over time, this couples very neatly with the mechanic that governs

relationship marketing. However,

time and authenticity in relationship marketing.

Much of the work in the tourist literature

defined, does tend to rely on notions of history, a historical

the notion of heritage. This can be considered in light of

preceding section on the authentic

something much more complex than the acknowledgement that authenticity and relationship

marketing develop over protracted periods of time.

context of marketing tourism attractions, but the points are valid across any area of

marketing. Goulding (2000) provides a

heritage is actively marketed and how authenticity is crucial to that

involved in transplanting this to the specific setting of relationship marketing, but it is

necessary. This analysis of authenticity in the marketing of history n

sense, such that there is a consideration into the role that history plays in the marketing of

authenticity. That is not to say that some work in this area has not already been done, such as

that by Nancarrow & Nancarrow (2002)

develops the relationship with its customer with a crucial emphasis on authenticity

relationship is incrementally developed through

through manipulating the experience

authentic branding and is developed through many iterations of a reflexive process between

customer and seller.

Moving Forward

The preceding sections of this paper have sought to

there is a body of work that focuses on concepts and constructs that are similar to



through different contexts and participants. They choose to take their philosophical

inspiration from Jung rather than the existential authenticity of Heidegger. Key here is the


and understanding, shift in both different contexts and with different peoples. A further

this comes from Rahm, Miller, Hartley, & Moore (2003) who have

used Piagetin thought and systems theory to cast authenticity as perpetually emergent

notion of emergence and fluidity is compelling and should be the foundation of any resulting

Management scholars have devoted some attention to trying to define authenticity

Avolio & Gardener, 2005; Ilies, Morgeson, & Nahrgang

, Scandura, & Schriesheim, 2005). Scholars of learning have also attempted

and understand the role of authenticity in learning and learning technologies (Herrington

Newmann, Marks, & Gamoran, 1996). These studies are an

extension of the idea developed earlier that authenticity is a concept that is centred on the

that it is a fluid state, and that it is an experiential phenomenon. That is, it is

something that is experienced rather than something that has a physical manifestation.

developed excellently by Shamir & Eilam (2005) who focus on the idea of authenticity being


leadership is built entirely around the self.

This idea that authenticity is a fluid, reflexive process is crucial to understanding its

importance within the context of relationship marketing. There are a number of facets to the

While this idea of authenticity is vague, longevity or perceived

longevity is one of its defining features. Clearly, if authenticity were defined as a process that


However, there is a considerably more nuanced way of approaching

city in relationship marketing.

Much of the work in the tourist literature demonstrates that authenticity, however it is

tions of history, a historical view of the past, and particularly

be considered in light of the idea of longevity discussed in the

preceding section on the authentic-like idea used to explore relationship marketing


rketing develop over protracted periods of time. This has largely been explored in the


oulding (2000) provides a comprehensive analysis concerning ways in wh

heritage is actively marketed and how authenticity is crucial to that. There is some work

this to the specific setting of relationship marketing, but it is

s analysis of authenticity in the marketing of history needs to be inverted in a



that by Nancarrow & Nancarrow (2002). They demonstrate ways in which Coca-

develops the relationship with its customer with a crucial emphasis on authenticity

is incrementally developed through through protracted periods of time

perience of time through idealized heritages and so forth.

is developed through many iterations of a reflexive process between

The preceding sections of this paper have sought to demonstrate two things. First,

body of work that focuses on concepts and constructs that are similar to



hey choose to take their philosophical

here is the


A further

(2003) who have

emergent. This

any resulting

attention to trying to define authenticity as a

, & Nahrgang, 2005;

Scholars of learning have also attempted to define

Herrington

These studies are an

s centred on the

that it is a fluid state, and that it is an experiential phenomenon. That is, it is

something that is experienced rather than something that has a physical manifestation. This is

Eilam (2005) who focus on the idea of authenticity being


ss is crucial to understanding its

. There are a number of facets to the

While this idea of authenticity is vague, longevity or perceived

if authenticity were defined as a process that


there is a considerably more nuanced way of approaching

demonstrates that authenticity, however it is

view of the past, and particularly

the idea of longevity discussed in the

like idea used to explore relationship marketing. This is


This has largely been explored in the


concerning ways in which

me work

this to the specific setting of relationship marketing, but it is

eeds to be inverted in a



-Cola

develops the relationship with its customer with a crucial emphasis on authenticity. The

ough protracted periods of time but also

ed heritages and so forth. This is

is developed through many iterations of a reflexive process between

things. First,

body of work that focuses on concepts and constructs that are similar to

authenticity, but do not quite capture all the variability of a relationship between customer

and seller. This work has concentrated heavily

has also explored the notions of longevity and ways of knowing the customer. This work does

provide valuable insight into relationship marketing and ways in which authenticity plays a

role. Second, to offer a definition of authenticity, as a means of encapsulating all of these

individual constructs and discussing

relationship between customer and seller. Th

reflexive process, whereby, the concepts of trust, longevity and knowing are incrementally

built up through multiple iterations over time. E

each construct means, as the relationship evolves

review of the various streams that

There remains much work to accomplish moving forward.

associated with authenticity has to be specified. Much of this has been accompl

Second, a theoretical model has to be specified in which independent and criterion variables

need to be identified. This model needs to integrate contributions from relationship

marketing. Finally, the model needs to be empirically tested. I

is a process, then it is will be challenging

methodology. One method would be to follow the lead of work such as that by Smith (2007)

who has acknowledged that is not possible to excavate a process as a traditional research

environment, but what is possible

provides evidence of how that process is developing over time and how i

such as trust are working within it.

Conclusion

This paper has sought to explore the notion of authenticity in relationship marketing

and to set out where there are gaps in the current literature that need to be addressed. The

rationale for doing this was to demonstrate that authenticity is an important and distinct

variable in the relationship marketing framework

academic attention. Moreover, it

a variety of academic settings. The paper began

was the right venue for discussion authenticity in its widest sense, before focusing on the

literature in this sub-discipline, and how it exami

that authenticity has several key components, and rather than being a singular state it is a

reflexive process. Beyond this it was

out authenticity as a distinct variable in the relationship marketing process

further the research agenda. It was also argued that this needs to develop into a way of

looking at authenticity in a wider context as well

Hopefully, the defining of authenticity in this pap

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stories approach to authentic

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Author's Biography

J. Barry Dickinson is an Assistant Professor of Business Administration at Holy

Family University, located in Philadelphia, PA. Dr. Dickinson is an accomplished

entrepreneur and concentrates his research efforts in the areas of business markets, mobile

technology, and social media.



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