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...

The tenets of relationship marketing are useful in understanding the success of a service provider. Based on a sample of 221 firms in Singapore that use ocean freight shipping services, examines service recovery issues related to satisfaction. It was found that service recovery methods such as...

Purpose ? The purpose of this paper is to provide an ethical foundation for relationship marketing using a virtue ethics approach.Design/methodology/approach ? The approach is a conceptual one providing a background on relationship marketing from both American and European perspectives. Earlier...

Competition intensity in market places and perceiving the importance of the customers’ retention for organizations has declined them to develop and maintain long-term relations with the costumers. According to marketing scholars, relationship marketing is the best strategy for this purpose. In...