Management Decision: Volume 35 Issue 4

Relationship marketing as a paradigm shift: some conclusions from the 30R approach

Evert Gummesson

Stresses issues brought up in the first World Wide Web conference on relationship marketing. Based on research on relationship marketing going back to the early 1970s which…

The role of trust in customer relationships: asking the right questions

Deborah L. Cowles

Takes an in‐depth look at the meaning of trust in customer relationships by drawing from the economics and communications literatures, where researchers distinguish between…

How much of brand equity is explained by trust?

Tim Ambler

Brand equity, key to the evaluation of marketing performance, exists in the hearts and minds of consumers, and other marketplace players, but is largely assessed on the basis of…

Modelling the impact of customer‐employee relationships on customer retention rates in a major UK retail bank

Moira Clark

Concerned with modelling the impact of customer‐employee relationships on customer retention rates in a major UK retail bank. Reveals that employee and customer perceptions of…

Beyond service quality in search of relationship values

Jan Mattsson

Notes relationship marketing’s need for an overarching theory, suggesting the use of a formal value construct to meet this need. Points out that a broad, generic theory of value…

What are relationships in business networks?

Maria Holmlund, Jan‐Åke Törnroos

An understanding of business networks and the specific processes affecting change in networks is intimately connected to the understanding of the nature of relationships…

Shifting category management relationships in the food distribution channels in the UK and Australia

Sandra Hogarth‐Scott, G. Peter Dapiran

Category management has been introduced in the grocery industry as a mechanism for managing relationships between retailers and their suppliers. Examines the nature of…

Defining relationship marketing: an international perspective

Adrian Palmer

Relationship marketing has emerged as a big new idea for many Western companies. Relational, as opposed to transactional exchange is the norm in many countries. However, an…

Keynote paper From marketing mix to relationship marketing ‐ towards a paradigm shift in marketing

Christian Grönroos

Discusses the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discusses how modern research…