Factors Influencing the Effectiveness of Relationship Marketing : A Meta Analysis  

Oleh:

Palmatier, Robert W. ; Dant, Rajiv P. ; Grewal, Dhruv ; Evans, Kenneth R.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 70 no. 4 (Okt. 2006), page 136-153.
Topik: MARKETING; marketing; meta analysis

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.10 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical esearch in a meta analytic framework. Although the fundamental premise that RM positively affects performance is well supported, many of the authors' findings have significant implications for research and practice. Relationship investment has a large, direct effect on seller objctive performance, which implies that additional meditated pathways may explain the impact of RM on performance. objective performance is influenced most by relationship quality (a composite measure of relationship strength and last by commitment). The results also suggest that RM is more effective when relationships are more critical to customers (e.g., service offerings, channel exchanges, business makets) and when relationships are built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies).

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