RELATIONSHIP MARKETING - THEORETICAL CONSIDERATION

The purpose of the paper is to propose a set of research perspectives for therelationship marketing theory. A comprehensive literature review is undertaken which entails threedifferent understandings of relationship marketing. First, relationship marketing is considered as amarketing strategy within the unifying theory of the service dominant logic. Second, relationshipmarketing is presented as the new understanding or paradigm of marketing. Third, relationshipmarketing theory is correlated and described in the context of postmodernism thought. For each ofthe three mentioned approaches, the authors propose several research issues that should articulatethe structure of relationship marketing theory.