The advantage of relationship marketing strategies over discrete transactional activity is now widely recognized in banking and financial services markets. This has triggered research to identify the factors perceived by customers to be important in the development of ongoing relationships with...

The development of effective customer relationships is increasingly recognised as an important component of marketing strategies, particularly in the case of service industries. Developing and maintaining satisfactory customer relationships can help to reduce perceived risk, reduce transactions...

There has been considerable analysis of buyer‐seller relationship development within the services sector. While a lot of attention has been given to the processes by which relationships are developed, the subject of relationship deterioration is less well researched. Examines the impacts of...

Purpose This paper aims to reflect on the paper “Service failure and loyalty: an exploratory empirical study of airline customers” published 18 years ago. It positions it in the evolving literature on relationship marketing and suggests directions for further research and developments in the...