Handbook on Research in Relationship Marketing

Handbook on Research in Relationship Marketing


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Successful exchange relationships between organizations and their various partners in those exchanges – suppliers, customers, employees, or a wide variety of other types of exchange partners – have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary. This Handbook highlights relationship marketing as an area of growing interest and ongoing development within marketing, providing key insights that illustrate its important role in guiding customer-directed business strategies.

Relationship marketing is an approach to increase long-term profitability through loyal customers. With increased customer retention, fewer resources need to be invested in acquiring new customers and marketing costs go down. Handbook on Research in Relationship Marketing brings together contributions from some of the leading figures in the field to analyze the role of marketing with suppliers and customers, as well as internal and lateral partners.

The Handbook will appeal to scholars and students of marketing and business. It will also be a useful resource for practitioners looking to exploit relationship marketing for better customer retention.

Product Details

ISBN-13: 9781783479405
Publisher: Edward Elgar Publishing
Publication date: 06/24/2016
Series: Research Handbooks in Business and Management Series
Edition description: Reprint
Pages: 352
Product dimensions: 6.12(w) x 9.25(h) x (d)

About the Author

Edited by Robert M. Morgan, University of Alabama, Janet Turner Parish, Texas A&M University and George Deitz, University of Memphis, US

Table of Contents


1. The Future Evolution of Relationship Marketing

Jagdish N. Sheth

2. Relationship Marketing: Berry’s Insights from the Past and for the Future

Janet Turner Parish, Sandi Lampo and Kristin Landua

3. Relationship Benefits Research: A Synthesis

Dwayne D. Gremler and Kevin P. Gwinner

4. Advances in Customer Value Management

Peter C. Verhoef and Katherine N. Lemon

5. Relationship Marketing Tools: Understanding the Value of Loyalty Programs

Russell Lacey

6. Service Failure and Recovery: Implications for Relationship Marketing

Betsy Bugg Holloway and Sijun Wang

7. From Theory to Bedside and Back: Relationship Marketing and Medical Care

Michael J. Howley, Jr.

8. Self-Service Technologies: Building Relationships with Indian Consumers

Rajan Saxena, Mona Sinha and Hufrish Majra

9. Taxonomy of Hotel Loyalty Program Members: Examining Differences in Service Quality Perceptions

George Deitz and John D. Hansen

10. NASCAR: Driving Relationship Equity Through the Sponsorship Supply Chain

Susan Cadwallader, Tom Boyd and Aaron Thomas

11. Aligning Service-Dominant Logic and the Relationship Marketing View of the Customer

Thomas W. Gruen

12. Gratitude in Relationship Marketing

Randle D. Raggio, Anna Green Walz, Mousumi Bose and Judith Anne Garretson Folse

13. Anti-Relationship Marketing: Understanding Relationship-Destroying Behaviors

Stephen A. Samaha and Robert W. Palmatier

14. From Relationship Marketing to Many-to-Many Marketing

Evert Gummesson


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