Purpose – There are a number of assumptions inherent in relationship marketing, including claims that a relationship should be developed with all customers in all situations. This paper seeks to show that marketers should not automatically use relationship marketing techniques for all products...

Purpose – The purpose of the paper is to analyse empirically research‐oriented university‐industry relationships based on the incorporation of relationship marketing (RM) and technology transfer theory. Design/methodology/approach – This paper is based on an extensive literature review...

Purpose – The purpose of this paper is to specify and test factors surrounding relationship strength between buyers and suppliers in a global, business‐to‐business (B2B) services context. In so doing, the paper helps extend relationship marketing theories to this under‐researched domain....

Purpose – The purpose of this paper is to understand the impact of the antecedents of the exchange domain (use of coercive influence, ideational favor exchange, calculative resource‐dependence, and decision uncertainty) on relationship building. The paper examines the link between the two...

Purpose – The purpose of this paper is to investigate which types of service employees provide their customers with social support and to understand why they do so. Design/methodology/approach – The article employs a network‐based inventory method to evaluate a customer's...

Purpose – Despite the strong intuitive appeal of personalization (through employees or, increasingly, through the use of software applications), relatively little is known about its role in managing service relationships. This study aims to explore the burgeoning area of technology‐mediated...

Purpose – This research aims to investigate consumers' likelihood of purchasing services online in two countries, the UK and Italy, which differ significantly in the population's uptake of internet shopping. Four influences are considered: service type, contact with service provider prior to...

Purpose – This paper aims to examine the key factors that facilitate the service to service (S2S) marketing relationships. Specifically, it aims to focus on the relationship between external counsels (law firms) and hospitals. Design/methodology/approach – The study uses exploratory research...

Purpose – A significant way of achieving high profitability is to retain existing customers who contribute to the service provider's revenue by continuously purchasing and paying more for products and services and building brand equity to the provider. The main objective of this study is to...

Purpose – This paper aims to examine the role of three forms of customer commitment (normative, affective, and continuance) on a variety of loyalty‐related customer responses. Design/methodology/approach – Data were collected from two distinct sampling frames, which yielded a combined...