The purpose of this exploratory study was to identify those corporate sales activities that lead to teams' higher rates of retention of corporate customers. Twenty-two of 29 National Basketball Association (NBA) teams participated. Teams were categorized based on their success at retaining...

The main focus of the paper is an examination of the nature of sponsor commitment to a team, an event or a sport. Established notions of “sponsor commitment” typically involve the sponsor engaging in a transaction with a sponsored property. Through this process a sum of money is paid to...

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of...

Mega events offer a rich context for relationship marketing research, but no known research has investigated relationship leveraging among clients during mega events. This paper compares relationship leveraging by an Australian state government department and a private sector banking firm during...

This study examines professional soccer sponsorship as a business-to-business relationship and explores key dimensions of sponsorship success in the context of the English Premier League and the German Bundesliga. The findings suggest that commitment, satisfaction and cooperation positively...

Purpose – Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the...

Now customer relationship marketing (CRM) solutions might be the hottest topic in business world. CRM impelled the growth of both B2B and B2C markets. But the issue is how to apply the cutting‐edge CRM solutions. Do people really understand what CRM is and why they should install CRM? The...

In the past few years, information technology has stimulated several innovations in the business and marketing fields, and advances in the technology are changing the research surrounding those fields. Recently, focusing topics in the management and marketing field are electronic customer...

Purpose – The purpose of this paper is to establish the influence that relationship variables have on construction supply chains. The objective is to show where thoughtful use of relationship marketing (RM) techniques can benefit construction supply chains. Design/methodology/approach – A...

Purpose – The purpose of this paper is to analyse the impact of relational capability compared to that of internal capability on outsourcing, and the influence of relational capability as a moderating variable between outsourcing and internal capabilities. The paper aims to integrate the...