As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its...

Opportunism is recognized as a key factor that can affect the quality of relationship between buyers and sellers. However, there is a relative lack of research in the antecedents of opportunism. This paper draws upon transaction cost economics and relationship marketing paradigms to propose a...

This paper is an attempt to find the variables factors that Influence the impact of customer relationship marketing by Aqaba Economic Zone "A case study of Five Stars Hotels. In this research, the Statistical Package for the Social Sciences (SPSS) was used for data entry, as well as for...

Researchers and business thought leaders have emphasized that, towards maximizing the lifetime value of customers, firms must manage customer relationships for the long term. In contrast to this recommendation, we demonstrate that firm profits in competitive environments are maximized when...

More and more organisations and companies have realised that they need to put their customers at the front and centre of their businesses, and to support an effective customer care process, while customer relationship management (CRM) becomes essentially about better managing all aspects of a...

At present, the whole economy at a global and national level is facing many changes and challenges, risks and threats. The New Context for higher education institutions has "4D" dimensions: dynamic, difficult, divers and delicate. Marketing orientation is very well applied for a long time to...