International Journal of Service Industry Management: Volume 5 Issue 5

Making Relationship Marketing Operational

Evert Gummesson

Based on a research project with the purpose of defining the essence andscope of relationship marketing (RM). The marketing mix theory, whichconstitutes the prevailing approach to…

Managing Customer Relationships for Profit: The Dynamics of Relationship Quality

Kaj Storbacka, Tore Strandvik, Christian Grönroos

Addresses customer‐relationship economic issues, more specifically thelink between service quality and profitability from a relationshipmarketing and management perspective. In…

Relationship Marketing and Collaborative Networks in Service Organizations

David W. Cravens, Nigel F. Piercy

The development of collaborative network structures is an increasinglysignificant issue in the services industry. These interorganizationalrelationships are formed to gain…

Relationship Marketing from a Value System Perspective

Uta Jüttner, Hans Peter Wehrli

Recent discussion about relationship marketing as a new marketingconcept is strongly connected with a novel perspective on exchangeprocesses as the core of marketing. Suggestions…