A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT IN CONSUMER MARKETS: GRANDIOSITY/ REALITY?

Article OPEN
Ashish GUPTA;
(2010)
  • Publisher: Universitaria Press Craiova
  • Journal: Management & Marketing (issn: 1841-2416)
  • Publisher copyright policies & self-archiving
  • Subject: HF5001-6182 | Business | relationship marketing, consumer marketing, consumer behavior | consumer marketing | consumer behavior | relationship marketing
    • jel: jel:M31 | jel:M30

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer market... View more
  • References (93)
    93 references, page 1 of 10

    Aijo, T.S. (1996), ``The theoretical and philosophical underpinnings of relationship marketing'', European Journal of Marketing, Vol. 30 No. 2, pp. 8-18.

    Anderson, J.C. and Narus, J.A. (1984), ``A model of the distributor's perspective of distributor-manufacturer working relationships'', Journal of Marketing, Vol. 48, fall, pp. 62-74.

    Bagozzi, R.P. (1995), ``Reflections on relationship marketing in consumer markets'', Journal of the Academy of Marketing Science, Vol. 23 No. 4, pp. 272-7.

    Barnes, J.G. (1994), ``Close to the customer: but is it really a relationship?'', Journal of Marketing Management, Vol. 10, pp. 561-70.

    Barnes, J.G. (1995), ``Establishing relationships ± getting closer to the customer may be more difficult than you think'', Irish Marketing Review, Vol. 8, pp. 107-16.

    Barnes, J.G. (1997), ``Closeness, strength, and satisfaction: examining the nature of relationships between providers of financial services and their retail customers'', Psychology and Marketing, Vol. 14 No. 8, pp. 765-90.

    Beaton, M. and Beaton, C. (1995), ``Marrying service providers and their clients: a relationship approach to services management'', Journal of Marketing Management, Vol. 11, pp. 55-70. Bejou, D. (1997) ``Relationship marketing: evolution, present state, and future'', Psychology and Marketing, Vol. 14 No. 8, pp. 727-36.

    Bennett, R. (1996), ``Relationship formation and governance in consumer markets: transactional analysis versus the behaviorist approach'', Journal of Marketing Management, Vol. 12, pp. 417-36.

    Berry, L.L. (1983), ``Relationship marketing'', in Berry, L.L., Shostack, G.L. and G.D. Upah (Eds), Perspectives on Services, Marketing American Marketing Berry, L.L. and Parasuraman, A. (1991), Marketing Services: Competing Through Quality, Free Press, New York, NY.

    Bhattacharya, C., Rao, H. and Glynn, M.A. (1995), ``Understanding the bond of identification: an investigation of its correlates among art museum members'', Journal of Marketing, Vol. 59, July, pp. 68-81.

  • Related Organizations (1)
  • Metrics
Share - Bookmark