TY  - JOUR
AB  - This paper explains relationship marketing (RM) and discusses the benefits to customers and firms applying RM. Nine dimensions central to making RM successful are assessed. These are: trust, commitment, social bonding, empathy, experiences, fulfilment of promise, customer satisfaction, internal relationship marketing, and communication. The researcher then describes three personal experiences of eating out in three different restaurants and discusses good RM techniques applied deliberately or otherwise by these establishments.
VL  - 105
IS  - 10
SN  - 0007-070X
DO  - 10.1108/00070700310506281
UR  - https://doi.org/10.1108/00070700310506281
AU  - Rashid Tahir
PY  - 2003
Y1  - 2003/01/01
TI  - Relationship marketing: case studies of personal experiences of eating out
T2  - British Food Journal
PB  - MCB UP Ltd
SP  - 742
EP  - 750
Y2  - 2024/04/18
ER  -