Research Paper | Relationship Marketing | Morocco | Volume 2 Issue 10, October 2013
Relationship Marketing: Literature Review
Hind Benouakrim, Fatima El Kandoussi
This paper aims to shed light on the theoretical understanding of relationship marketing concept and its main components that have a direct or indirect impact on any relational approach. Firstly, we will display various definitions given to Relationship Marketing. Secondly, we will show relational strategies considered as mediating variables in relational exchange. We will focus mainly on the variables of commitment, trust, satisfaction and relationship quality. Finally, we will demonstrate the consequences of these relational mediating variables on future behavior: sellers performance, loyalty, word-of-mouth communication and cooperation, taking into account the importance given to the context of exchange.
Keywords: Relationship marketing, relational strategies, Relationship marketing variables
Edition: Volume 2 Issue 10, October 2013
Pages: 148 - 152
How to Cite this Article?
Hind Benouakrim, Fatima El Kandoussi, "Relationship Marketing: Literature Review", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=02101302, Volume 2 Issue 10, October 2013, 148 - 152
145 PDF Views | 112 PDF Downloads