Online citations, reference lists, and bibliographies.
Please confirm you are human
(Sign Up for free to never see this)
← Back to Search

Relationship Marketing: Theorethical Aspects

Vytautas Juščius, V. Navickas, Donatas Jonikas
Published 2006 · Economics

Save to my Library
Download PDF
Analyze on Scholarcy
Share
In recent years relationship marketing has found its place in the practice of modern production and service business. In Lithuania this concept is yet in the first stages of its development. The article focuses on the concept of relationship marketing and its development within the context of various marketing theories. The main principles of application and methods of relationship marketing are analyzed. The key assumptions for using relationship marketing as well as factors of influence are disclosed. The article also examines the specifics of relationship marketing in the service sector, evaluates opportunities for adapting well-known forms and methods of relationship marketing in this field. The authors conclude that maintaining relationships and partnerships between countries helps in formulating company competency and competitive advantages. Actively used relationship marketing increases the value of a company’s offerings in the modern market. Based on the finding of recent empirical research the authors claim that relationship marketing for service sector firms is a way of formulating competitive advantages that are important and difficult to replicate.
This paper references
Relationship marketing theory : its roots and traditions . K . Moller , A . Halinen
K. MOLLER (1996)
10.4135/9781412952606.n377
On relationship marketing
Dai Hai-qun (2005)
10.1016/S1320-1646(96)70268-X
Our Present State of Ignorance in Relationship Marketing
U. Lehtinen (1996)
10.1080/0267257X.1997.9964481
Towards a paradigm shift in marketing? An examination of current marketing practices
R. Brodie (1997)
10.1016/S0019-8501(97)00079-5
Relationship Marketing in Practice
M. Morris (1998)
10.1108/09596119910251020
Determinants of intra‐firm trust in buyer‐seller relationships in the international travel trade
J. Crotts (1999)
10.1108/02634509910301124
Relationship marketing: a concept beyond the primary relationship
J. Kandampully (1999)
Comment on “Nordic perspectives on Relationship marketing
E. GUMMERSSON (1997)
Santykių marketingo konceptualioji esmė ir ištakos
A. DOVALIENĖ (2003)
Relationship marketing theory: its roots and traditions
K. MOLLER (2000)
10.1108/09696479610119642
Relationship marketing: a universal paradigm or management fad?
A. Palmer (1996)
Services Marketing: People, Technology, Strategy
Christopher H. Lovelock (2000)
10.1108/08876049410070736
Aggregate Complaint Analysis
Richard S. Lapidus (1994)
10.1016/S0969-6989(02)00020-6
The role of pure and quasi-moderators in services: an empirical investigation of ongoing customer-service-provider relationships
N. Sharma (2003)
10.1016/0024-6301(87)90151-8
The new marketing—Developing long-term interactive relationships
E. Gummesson (1987)
10.1080/0267257X.1996.9964406
Relationship marketing in organizational markets: When is it appropriate?
K. Blois (1996)
Ryšių marketingas – šiuolaikinės paslaugų organizacijos naujoji veiklos filosofija
L. BAGDONIENĖ (2002)
10.5840/10.2307/3857215
The Loyalty Effect
John C. Haughey (2001)
Paslaugų marketingas ir vadyba
L. BAGDONIENĖ (2004)
Santykių (ryšių) marketingo paradigma: suvokimo erdvė
R. HOPENIENĖ (2002)



This paper is referenced by
Semantic Scholar Logo Some data provided by SemanticScholar