This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question is discussed under the umbrella concept return on relationships. Much of what is being done in relationship marketing and customer relationship management has a bearing on both...

Purpose – This paper aims to investigate the trend and/or paradigm shift to relationship marketing as a dominant framework that has shaped the way in which relationships are understood, and also to consider how the understanding of relationships can be improved. Design/methodology/approach –...

Purpose – A large number of researchers and marketing textbooks see business marketing dominantly from the relationship marketing perspective. One can even talk about a “matrimony” of these domains; “RM=BM”. The Contemporary Marketing Practices studies, however, provide clear evidence...

Purpose – In today's competitive markets where market offerings are far more complicated and customer interfaces are far broader than conventional marketing models assume, marketing has become increasingly tactical and lost control of the customer management process. The purpose of this paper...

Purpose – The purpose of this paper is to report on a study which aims to identify the characteristics and determinants of client sophistication within the UK corporate legal services market and to investigate its effect in determining the nature and essence of client‐solicitor...

Purpose – Discrete choice modeling has been discussed by both academics and practitioners as a means of analytical support for B2C relationship marketing. This paper aims to discuss applying this analytical framework in B2B marketing, with an example of cross‐selling high‐tech services to...

Purpose – The primary purpose of the present paper is to critically evaluate the extant literature on relational exchange, a fundamental driver of buyer‐seller relationship management in the twenty‐first century. Toward that goal, a meta‐analytic approach is employed to determine...

Purpose – The term customer intimacy has been used both in academia and business, albeit lacking clear definition and empirical validation. The authors in this paper aim to develop a measure of customer intimacy in business‐to‐business contexts and to assess its reliability and validity,...

Purpose – This paper aims to examine the driving factors of salespeople's relational behaviors in the business to business marketing context. Design/methodology/approach – The hypotheses were tested through a quantitative study via an online survey. Data were collected from 224 salespeople...

Purpose – The purpose of this study is to investigate the effects of customer relationship management (CRM) practices on customer satisfaction and firm performance in business‐to‐business (B2B) markets. Design/methodology/approach – A model is developed and empirically tested through...