n Management Dynamics : Journal of the Southern African Institute for Management Scientists - Relationship marketing, consumer exchange situations and loyalty programmes : a review




Relationship marketing has received a great deal of attention and publicity during the past decade. Despite it all, theoretically driven analyses of the long-term relationships between consumers and marketers have remained scarce. The concept of relationship marketing originated in business markets, and the subsequent broadened scope of relationship marketing from business to also embrace consumer environments has raised some questions and challenges. The primary purpose of this article is to provide an overview of the issues, elements,and conditions that prevail when assessing whether the products, services, and activities of a particular retailer would benefit from relationship marketing. The article briefly attends to the relevance of loyalty programmes for the fostering of relationship marketing. A number of propositions are also presented as guidelines for possible future research on relationship marketing in consumer markets.


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