...Saurabh Mittal; Moutusy Maity Purpose This paper aims to explore the moderating impact of four moderators, namely, retailer brand strength, customer’s perceived purchase regularity, gender and purchase channel (online and offline) on the relationship between relationship marketing investments...

... marketing in the area of banking and insurance services. Personalization and customizations are important aspects of the provision of social benefits that strengthen competitive advantage. Originality/value Although the relevance of relationship marketing has been acknowledged, the conceptual base...