...Kallol Das; Yogesh Mungra; Anuj Sharma; Satish Kumar Purpose This paper aims to take stock of research done in the domain of relationship marketing (RM). Additionally, this article aims to identify the potential areas of future research. Design/methodology/approach The authors have used...

... is positively related to (a) attitudinal loyalty and (b) behavioural loyalty. Customer loyalty Loyalty layers Customer expectations Service quality Reciprocity Innovativeness Relationship marketing Customer knowledge From the sociological perspective, loyalty is a function of social...

... politicians (Newman et al., 2017). The literature recommends a relationship-based approach to political marketing because it considers the long-term welfare of the society, reduces voter distrust and increases voter engagement (Ormrod et al., 2013). Political Relationship Marketing (PRM...

... stages of Parvatiyar and Sheth’s (2000) process model of relationship marketing: formation, management and governance, performance evaluation, and evolution. Design/methodology/approach Nine semi-structured interviews were conducted with tourism and government stakeholders involved in the creation...

...Aphrodite Vlahos; Liliana L. Bove Purpose The purpose of this paper is to investigate how customer relationship marketing (CRM) activities are utilized by plastic surgery providers to encourage the sale of non-surgical cosmetic procedures (such as Botox). These procedures are considered...

... to analyse the extant strategic management and relationship marketing (RM) literature that deal with competition. Eventually, the purpose of this paper is to develop an alternative route for capacity building process that could sustain competitive advantage in a market or industry, which encounters rapid...

...Abdullah Firdaus; Agnes Kanyan Purpose – The purpose of this paper is to propos a new measuring instrument for relationship marketing which is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers...

...Johannes Perret; Maria Holmlund Purpose – The role of ethical issues is growing in business and in society, but surprisingly, that role is sparsely examined in the relationship-marketing context. The purpose of this paper is to develop a framework describing the fundamentals of ethical...

... of knowledge on CSR orientation as an alternate relationship marketing strategy, which merits more attention from researchers. We therefore posit: H2. CSR orientations of Indian banks differ based on differenced in its NPA ratio (gross non‐performing assets to gross total advances). H3...

... contextual variables that constrain the link between the core relationship marketing constructs of trust and commitment. Design/methodology/approach A series of qualitative interviews were administered with bank relationship managers and premium banking customers. This enabled the concurrent...

.... Relationship marketing and service‐quality orientations as two direct results of market orientation in cultural entities (Camarero, 2007) and given that the relationship between market orientation and customer‐perceived service quality in higher education is well known (Voon, 2006), this paper draws...

...Miljana Mitic; Alexandros Kapoulas Purpose The purpose of this paper is to investigate the role of Web 2.0 and social media in relationship marketing (RM) in banking. The aim is to understand why some banks resist the Web 2.0 trend, how this is aligned with their RM approaches and what...

... of geographically centered brands. © Emerald Group Publishing Limited 2012 Italy Small to medium‐sized enterprises Relationship marketing Supply chain management Organizational structure Consortium marketing Branding Fashion Interfirm cooperation Design Case study Consortium...

...Tore Mysen; Göran Svensson; Janice M. Payan Purpose This study includes relationship marketing concepts (i.e. trust, commitment, and satisfaction) as precursors to transaction cost theory outcomes (i.e. specific investments, opportunism, and formalization) which are rarely, if ever, included...

... decision that you take has significance. Each has a different meaning than every other decision. Those meanings are you speaking (May, in depth interview). © Emerald Group Publishing Limited 2009 Arts Marketing Marketing models Relationship marketing Marketing theory is currently...

...Kallol Das Purpose The purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and provides a comprehensive bibliography. Design/methodology/approach A range of online databases were...

...John D. Nicholson; Adam Lindgreen; Philip J. Kitchen Purpose The purpose of this paper is to apply the theory of relationship marketing to the previously unexplored context of organizations – from multiple sectors of society – that interact through no other apparent reason than geographic...

...). By demonstrating expertise, a service provider can help customers reduce the uncertainties and the consequent feelings of vulnerability that they are likely to experience during the purchase (Andaleeb and Anwar, 1996). Frazier and Summers (1984) suggest that a strategy of relationship marketing is to influence...

... or the development of new toolkits for marketing planners. Originality/value The findings have added substantially to understanding of interplay between gūanxi and the management of corporate reputation, in China but also by extension elsewhere. China Relationship marketing Corporate image...

... to the literature of co‐creation, demonstrating how it has been achieved through a marketing strategy and marketing mix in a particular customer community. Customer relations Innovation Relationship marketing Leadership Co‐creation might be viewed as an aspect of customer‐knowledge competence...