Relationship marketing has received much attention in the last two decades from both practitioners and researchers as one of the strategies firms can employ to remain competitive. Despite this attention, little empirical research has been performed about relationship-marketing practices among...

In the marketing arena, the last two decades have been characterised by increased attention towards the subject of Relationship Marketing (RM). Both academics and practitioners today increasingly recognize RM as one of the main marketing strategies that is necessary to keep companies visible and...