• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter VI. Building Effective Online Re... > Conceptual Framework for Relationshi...

Conceptual Framework for Relationship Marketing

Despite the popularity of customer relationship management, and the belief that effective relationship marketing leads to increased customer loyalty and greater profitability, this notion has not been afforded the necessary attention of previous researchers. Furthermore, the widespread adoption of customer relationship strategies by on-line businesses has been espoused as the key to the creation of long and lasting relationships with customers, business partners and other stakeholders (Reichheld, 1996). To assist with the examination of this phenomenon, we will now examine the central proposition of the relationship marketing theory - that service quality leads to relationship quality and consequently to customer loyalty.

Relationship Quality as an Indicator of Loyalty

Relationship quality is viewed as a significant and critical variable in customer retention (Crosby et al., 1990; Storbacka et al., 1994; Wilson & Jantrania, 1996). It is considered to be the key determinant in the development of long-term exchanges between a supplier and its customers, and is the focal variable of this chapter.


PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint