Hind Benouakrim, Fatima El Kandoussi
Abstract: 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