The Conceptual Framework of Relationship Marketing

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Copyright: 2015
Pages: 26
Source title: Customer Relationship Management Strategies in the Digital Era
Source Author(s)/Editor(s): Süphan Nasır (Istanbul University, Turkey)
DOI: 10.4018/978-1-4666-8231-3.ch003

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Relationship marketing has been receiving widespread attention in the business world as well as in the literature. Different streams of marketing handle the concept of relationship marketing from their perspective; because of this reason, various definitions of relationship marketing have emerged in the marketing literature. This chapter aims to review the different definitions of relationship marketing and provide a comprehensive understanding of the relationship marketing concept. Based on the literature, basic constituents of relationship marketing have been analysed in a detailed way. This chapter handles the relationship marketing concept beyond the typical supplier-buyer relationships and analyses all collaborative relationships that allow companies to deliver superior customer value. Main motivations of customers to engage in a relationship and their relationship termination reasons are also examined. This chapter ends with identifying the facilitators and barriers for relationship marketing success.

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