Relationship marketing: a concept beyond the primary relationship

Abstract

Asserts that an organisation’s ultimate goal of maintaining a loyal customer base transcends the obvious primary relationship of the organisation and its customers. The customer’s estimation of the value of the product/service is influenced by the inter‐relationships (secondary relationships), as it is these relationships that ultimately denote the value (core competence) of the product/service package. Identifies the firm’s secondary resource network and highlights the need for the marketing and management of various alliances for the firm’s long‐term prosperity, growth and leadership.

Citation

Kandampully, J. and Duddy, R. (1999), "Relationship marketing: a concept beyond the primary relationship", Marketing Intelligence & Planning, Vol. 17 No. 7, pp. 315-323. https://doi.org/10.1108/02634509910301124