Proposes that successful implementation of a relationship marketing program requires a complement of strategies that satisfies and motivates customers through different phases of relationship development. To accomplish this, firms simultaneously implement transactional marketing strategies and...

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...

Outlines the essential elements of a role theoretical perspective and explores its potential importance to service performance in people‐based service encounters. Drawing on Biddle, and on Solomon et al.’s interpretations, how role theory enhances our marketing exchange understanding by...

Most previous research in the domain of relationship marketing has focused on the antecedents of loyalty and commitment in industrial markets, distribution channels or consumer goods. This study, however, models the antecedents of clients’ relationship commitment in the context of a...

Investigates managers’ perceptions of service quality in the international market. Eight propositions are developed using the relationship approach in industrial marketing and the internationalization process model. A structural LISREL‐based model is developed on the basis of a sample of 196...

Argues that the unidirectional measurement and evaluation of service quality in any specific service encounter is not enough in itself to understand the existing service quality between two actors in a dyadic service encounter. Therefore, a method is introduced for the express purpose of...

Because service encounters and service relationships are first and foremost social encounters, norms and expectations related to such encounters are likely to vary from culture to culture, but especially between high context Eastern, collectivist and low context, Western individualistic...

Purpose – Given its importance in the brand management of sport teams, the present research initiative primarily concerns the investigation of the formation process of sport team loyalty. By integrating a hierarchy of effects model into a relational perspective, the study aims to investigate...