Some economic conditions change gradually and sometimes sudden discontinuities occur whereas other conditions remain stable for decades, even centuries. In this sense there is always a new economy in the making. The author claims that marketing theory lags behind and that marketing as it is...

The purpose of this paper is to discover factors that led to the rise of relationship marketing in practice and academics, and what factors are likely to reshape the future direction of relationship marketing.

Relationship marketing (RM) has been widely accepted as an important determinant of long‐term business success and is believed to be especially well suited for services because of the personal contact between customers and service providers. Past research has focused mainly on the advantages...

Although a large body of research theoretically asserts a positive association between relationship marketing orientation (RMO) and business performance, a valid measure of RMO has not yet been proposed and systematic analysis of its effect on business performance has thus far not been possible....

The purpose of this study is to describe and analyse the quality of a professional surgical service process, and to reveal the main elements that constitute excellence in the experience of the surgical service of a private hospital. First, a theoretical framework for the surgical service process...

Relationship marketing is beneficial to firms because it can foster customer loyalty and re‐patronage behavior. Consumers engaged in relational exchanges are more satisfied than those in discrete transactions because of the ease and psychological comfort of purchasing from a familiar company....

This study examines the role of cognitive trust and the potential for relationship dissolution when consumers perceive themselves to be in a hostage relationship with their retail banking service provider. This study reviews current literature on relationship continuance intentions, hostage...

Purpose – The purpose is to gain an understanding of how traditional service companies use the internet in their marketing communication and what effect the internet has had on their use of other marketing communication channels. Design/methodology/approach – Multiple case studies have been...

Purpose – While a vast number of studies have pointed out the keys of relationship marketing practices in consumer markets, little attention has been paid to the value the organization can get from such strategies. The literature provides relatively little support for the effectiveness of...

Purpose – This empirical investigation aims to examine the approaches to “beneficiary marketing” adopted by a sample of charities in sectors such as homelessness, eating disorders, domestic violence, addiction, etc., and the possible antecedents and consequences of particular marketing...