This paper discusses the relevance of the “part‐time marketer” concept to customer perspectives on relationship marketing. It reports key findings on this topic produced by primary research involving customers from ten UK high‐street names. Foremost amongst these findings are; customer...

Marketing has changed significantly since it first emerged as a distinct business and management phenomenon. We identify some of the major factors causing the observed change in marketing practice. We then describe a classification scheme that is based on transaction marketing and relationship...

Purpose – To convert the principle of customer relationship management (CRM) into practical guidelines for best practice in the implementation of a CRM programme in the real world. Design/methodology/approach – The findings of an extensive review of the literature provide the foundations for...

Purpose – The purpose of this article is to challenge the applicability of the traditional micro‐economic framework for analysing marketing situations and actions in the contemporary marketing environment. To assess the validity and value of relationship marketing as an alternative paradigm....

Purpose – To review the academic literature on customer relationship management (CRM), provide a comprehensive bibliography and propose a method of classifying that literature. Design/methodology/approach – A range of online databases were searched to provide a comprehensive listing of...

Purpose – This paper aims to investigate the role of gender in the association of relationship marketing underpinnings (namely trust, commitment, communication, and conflict handling) with customer loyalty. Design/methodology/approach – Data for the research were collected through a survey...

Purpose – To show why retail marketing strategists and planners need to develop long‐term relationships capable of building business partnerships based on mutual trust. To show how the relationship marketing principle underpins the implementation of retailing strategy....

Purpose – To show how the conceptual framework of the marketing discipline can be radically revised and rethought, to be better in tune with the realities of the producer‐consumer relationship in advanced societies in the twenty‐first century. Design/methodology/approach – Commissioned...

Purpose – This paper reports the findings of the latest, quantitative phase of a continuing study that explores the impact of the internet on bank‐customer relationships. The specific aim is to shed light on customers' own views about when, how and in which circumstances personal contact...

Purpose – To examine the impact of relationship marketing strategy on customer loyalty. Design/methodology/approach – A questionnaire derived from previous studies and the relevant literature was completed by 220 bank customers in Malaysia. Multiple regression analysis assessed the impact on...