The much debated relationship marketing paradigm suggests that the marketingstrategy should be framed in terms of the development of long-term and mutually rewardingcustomer relationships, rather than simply focussing upon the promotion and selling ofproducts and services. Moreover, customer...

In Relational marketing it is highly important for retailers to identify the type of benefits from the relationship with major influence in customer satisfaction and loyalty towards the retailer, in order to guarantee a continuous and satisfactory relationship. The above mentioned benefits can...

Marketing concept is widely applied in the contemporary conditions of business operations at the tourist market. However traditional marketing concept is more and more subjected to essential changes, firstly through strategic orientation of tourist companies and tourist destinations which are...

Purpose - The purpose of this paper is to demonstrate the contribution of qualitative methods and techniques in extending the understanding of relationship marketing theory.Design/methodology/approach - The study investigated six Australian sporting organisations using multiple data collection...

This paper presents some significant empirical findings about the role of switching cost and alternative attractiveness in developing the long-term relationship between the client and the service-provider in personal financial planning services. Considering switching costs and alternative...

It has been generally argued that the highly collectivist nature of the Eastern cultures make them more receptive to relationship marketing (RM). However, so far, a very little research has been done on RM in developing countries. Purpose of this study was twofold: one to gain the Bangladeshi...

The objective of this paper is to enhance our understanding of international business-to-business relationships by presenting empirical evidence on the nature and relative importance of various relationship functions performed by the suppliers and the customers in trading relationships. Using...

Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a wide range of industries to explain the...

Emerging market importers are increasingly engaging in relationships with foreign suppliers. Nevertheless, characteristics of the institutional and cultural environments of countries may affect relationship behaviour. Furthermore research on relationship marketing primarily focuses on the...

Purpose – The purpose of this paper is to explore how different types of firms relate to their markets in terms of contemporary marketing practices (CMP) in an emerging country, Bangladesh. Additionally, the paper also examines the various marketing performance measures used by Bangladeshi...