To read the full version of this content please select one of the options below:

Relationship marketing readiness: theoretical background and measurement directions

Christian Grönroos (Centre for Relationship Marketing and Service Management (CERS), Department of Marketing, Hanken School of Economics, Helsinki, Finland)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 8 May 2017

Abstract

Purpose

This paper aims to develop the foundation of a model for assessing relationship marketing readiness (RMR) and provide directions for such an assessment.

Design/methodology/approach

Based on the promise theory and service logic, the importance of the customer–firm touchpoints and interactions to relationship marketing as an equivalent to the product variable in a conventional marketing approach is discussed. Then, a relationship marketing model and an RMR assessment model are developed.

Findings

The paper suggests an RMR assessment model based on two variables, namely, whether management’s focus is on the customers’ or the firm’s resources and processes and whether it is on the customers’ or the firm’s definition of quality. An indicative list of measurement factors is proposed.

Originality/value

The paper emphasizes the need to broaden the scope of marketing and offers a novel measurement approach, which both in theory and practice helps the development of relationship marketing understanding.

Keywords

Citation

Grönroos, C. (2017), "Relationship marketing readiness: theoretical background and measurement directions", Journal of Services Marketing, Vol. 31 No. 3, pp. 218-225. https://doi.org/10.1108/JSM-02-2017-0056

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited