Is relationship marketing for everyone?

Oliver H.M. Yau (Faculty of Business, City University of Hong Kong, Kowloon, Hong Kong)
Peter R. McFetridge (Faculty of Business, City University of Hong Kong, Kowloon, Hong Kong)
Raymond P.M. Chow (Faculty of Business, City University of Hong Kong, Kowloon, Hong Kong)
Jenny S.Y. Lee (Faculty of Business, City University of Hong Kong, Kowloon, Hong Kong)
Leo Y.M. Sin (Department of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong)
Alan C.B. Tse (Department of Marketing, The Chinese University of Hong Kong, Shatin, Hong Kong)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 October 2000

Abstract

Marketing academics and practitioners have been examining the relationship between relationship marketing orientation (RMO) and business performance and yet, to date, there has been no systematic analysis of its effect on a business’s performance across various industries. This paper compares RMO with market orientation (MO) in terms of their impact on firms’ business performance, with particular interest in three industries. It first reviews the concept of relationship marketing and its relationship with business performance, leading to the development of two hypotheses. Next, a measurement scale was used to capture the dimensions of RMO. The reliability and validity of the scale were briefly described to provide readers the background for data analysis. Then several stepwise regression analyses were performed to test the hypotheses. Results indicated that the hypotheses received support, suggesting that RMO is for every industry with particular importance in the manufacturing industry.

Keywords

Citation

Yau, O., McFetridge, P., Chow, R., Lee, J., Sin, L. and Tse, A. (2000), "Is relationship marketing for everyone?", European Journal of Marketing, Vol. 34 No. 9/10, pp. 1111-1127. https://doi.org/10.1108/03090560010342494

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Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited

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