ResearchBib Share Your Research, Maximize Your Social Impacts
Sign for Notice Everyday Sign up >> Login

Relationship Marketing: Literature Review

Journal: International Journal of Science and Research (IJSR) (Vol.2, No. 10)

Publication Date:

Authors : ; ;

Page : 148-152

Keywords : Relationship marketing; relational strategies; Relationship marketing variables;

Source : Downloadexternal Find it from : Google Scholarexternal


This paper aims to shed light on the theoretical understanding of relationship marketing concept and its main components that have a direct or indirect impact on any relational approach. Firstly, we will display various definitions given to Relationship Marketing. Secondly, we will show relational strategies considered as mediating variables in relational exchange. We will focus mainly on the variables of commitment, trust, satisfaction and relationship quality. Finally, we will demonstrate the consequences of these relational mediating variables on future behavior: sellers performance, loyalty, word-of-mouth communication and cooperation, taking into account the importance given to the context of exchange.

Last modified: 2021-06-30 20:22:17