Article1997

Defining relationship marketing: an international perspective

72 citations0/0 files storedManagement Decision

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

Relationship marketing has emerged as a big new idea for many Western companies. Relational, as opposed to transactional exchange is the norm in many countries. However, an exchange method which has worked well at home may fail in a culture with different values. While companies may reconfigure their product and promotion for a foreign market, failure to adapt methods of exchange may bring about a marketing failure. Reviews the complexity of cultural priorities and makes suggestions for methods by which firms can sensitively adapt the basis of their relationship with customers.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1993Factors Affecting Trust in Market Research Relationships 1992Do Norms Matter in Marketing Relationships?1994From Marketing Mix to Relationship Marketing 1985Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness 1993Ethical and Legal Foundations of Relational Marketing Exchanges 1988Nonverbal Skill, Personal Charisma, and Initial Attraction

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