Notes of caution for relationship marketing

Abstract

Believes loyal relationships are more appropriate to business‐to‐business markets than consumer market. Looks at some of the main assumptions of loyalty marketing, raising some major doubts about them. Concludes that customer satisfaction is a more fundamental touchstone of business performance than loyalty.

Citation

Gould, B. (1998), "Notes of caution for relationship marketing", The Antidote, Vol. 3 No. 5, pp. 25-26. https://doi.org/10.1108/EUM0000000006569