ABSTRACT
Scholars have argued that the locus of economic value is increasingly shifting from tangible resources to intangible resources such as information and knowledge, and from transactions to relationships. This shift has recently been formalized into an emerging dominant logic for marketing, wherein services rather than goods make up the fundamental unit of economic exchange. This chapter proposes that at the root of this dominant logic of marketing lies the notion of interaction. It explores a shift in focus from the entities in an exchange (i.e., customer and firm) to the interactions between the entities, for interactions constitute the very fabric of an exchange. The chapter explains a concept called 'interaction intensity' and delineates a framework for understanding and managing customer-firm interactions. Interaction intensity can result in interaction fatigue. As firms increase interactions with the consumer, there is an increasing danger of consumers becoming tired of the interaction.
