... CRM operations Relationship marketing H3. Technological capability positively influences the effectiveness of operational CRM . Importantly, prior research cautions against equating CRM success with technology investment alone (Rigby et al., 2002). Technological...

...Morteza Khojastehpour; Raechel Johns Purpose – This paper aims to integrate the concepts of the internationalization process and relationship marketing (RM). It identifies two stages for internationalization (pre-internationalization and post-internationalization) and assigns RM components...

...Carmel Herington; Lester W. Johnson; Don Scott Purpose Practitioners argue that the way they treat their employees has an impact on firm success. However, they frequently do not equate this with relationship building. On the other hand, the academic relationship marketing literature does highlight...

... in developing and managing business relationships. It is a substantial dimension in the interaction and network approach (e.g. Håkansson and Snehota, 1995) and services marketing (e.g. Grönroos, 1990). In addition, it is a basic feature in relationship marketing (e.g. Morgan and Hunt, 1994). Thus...