Purpose – The purpose of this paper is to apply the theory of relationship marketing to the previously unexplored context of organizations – from multiple sectors of society – that interact through no other apparent reason than geographic proximity. The paper assimilates literature from...

Purpose – The purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and provides a comprehensive bibliography. Design/methodology/approach – A range of online databases were searched...

Purpose – The purpose of this paper is to consider whether art experiences can inform service‐dominant logic (SDL) discourse through an exploration of the co‐production and co‐creation processes of art experiences. Design/methodology/approach – Empirical knowledge gained about art...

Purpose – This study includes relationship marketing concepts (i.e. trust, commitment, and satisfaction) as precursors to transaction cost theory outcomes (i.e. specific investments, opportunism, and formalization) which are rarely, if ever, included together. Trust and commitment lead to...

Purpose – The purpose of this paper is to investigate the role of Web 2.0 and social media in relationship marketing (RM) in banking. The aim is to understand why some banks resist the Web 2.0 trend, how this is aligned with their RM approaches and what the alternative paths for advancing...

Purpose – The objective of this study is to analyse relationship quality in a business‐to‐business context. Given that the relationship between market orientation and customer‐perceived service quality is well known in the area of higher education, this paper draws on its antecedents to...

Purpose – This paper aims to re‐examine the commitment‐trust model in the context of premium banking services. In line with Toncar and Munch, the authors seek to develop an extension to the model because of the need to encapsulate contextual variables that constrain the link between the...

Purpose – The purpose of this paper is to address two research questions: First, are business metrics of Indian banks associated with its CSR orientation? Second, is the CSR orientation of banks focused on areas which are driven by nature of its target markets, such that there is an alignment...

One of the major issues confronting marketing decision makers is how to deal with the volume and complexity of customer information available. In addition to dealing with the volume of data issue, “relationship marketing” has also become an important focus, largely owing to the recognition...