Purpose – The purpose of this paper is to assist industrial service providers in building relationships that maximize value to their customers. The study aims to add to relationship value research by examining its dimensions, antecedents, outcomes, and cross‐culture relevance....

Purpose – The purpose of this article is to explore linkages between committed customers and their willingness to serve as advocates and investigate the moderating influence of B2B loyalty programs toward supporting customer advocacy behaviors. Design/methodology/approach – A model was...

Purpose – The literature discusses the relationship between marketing practice and leadership style and suggests that these are dynamic and linked. Providing empirical data, this paper seeks to investigate this relationship between marketing practices and leadership styles....

Purpose – Business marketers increasingly pursue greater shares of their customers' business. While the merits of such a strategy are straightforward from a supplier perspective, this paper aims to explore its consequences from the customer's point‐of‐view. Design/methodology/approach –...

Purpose – The paper has two main purposes: to define and examine supplier oriented purchasing (SOP) as an effective relational exchange practice for organizational buyers and to empirically examine the degree to which supplier oriented purchasing can mediate the impact of manifest conflict on...

Purpose – A large number of researchers and marketing textbooks see business marketing dominantly from the relationship marketing perspective. One can even talk about a “matrimony” of these domains; “RM=BM”. The Contemporary Marketing Practices studies, however, provide clear evidence...

Purpose – In today's competitive markets where market offerings are far more complicated and customer interfaces are far broader than conventional marketing models assume, marketing has become increasingly tactical and lost control of the customer management process. The purpose of this paper...

Purpose – The purpose of this paper is to propose and elaborate on a service‐dominant‐logic‐based conceptualization of relationship that transcends traditional conceptualizations. Design/methodology/approach – The paper consists of a review of traditional conceptualizations of...

Purpose – The purpose of this paper is to report on a study which aims to identify the characteristics and determinants of client sophistication within the UK corporate legal services market and to investigate its effect in determining the nature and essence of client‐solicitor...

Purpose – Discrete choice modeling has been discussed by both academics and practitioners as a means of analytical support for B2C relationship marketing. This paper aims to discuss applying this analytical framework in B2B marketing, with an example of cross‐selling high‐tech services to...