Toward a Theoretical Framework of Relationship Marketing in the Business Context

Abstract

Purpose-This paper addresses the issues related to the practice of relationship marketing at the organizational level. Considering the infl uence of various factors, this study off ers a theoretical framework necessary to create, maintain, and enhance the business relationship. Design/methodology/approach-The research is based on a systematic review of existing literature, including journal articles, subject-specifi c professional websites, and textbooks on relationship marketing. Literature reviews relating to the Nordic School, Industrial Marketing and Purchasing (IMP) Group Approach, and the North American School are included. Findings-The relationship marketing approach has evolved since the pre-industrial era, and more organizations are embracing this marketing stance in the current, post-industrial era. A theoretical framework that consists of infl uential variables for creating, maintaining, and enhancing relationships is proposed to explore this multidimensional construct. Information on proper con-Sažetak Svrha-U radu se istražuju problemi vezani uz praksu marketinga odnosa i suradnje na organizacijskoj razini. Uzimajući u obzir utjecaj različitih faktora, rad nudi teorijski okvir za stvaranje, održavanje i unapređenje poslovnog odnosa. Metodološki pristup-Istraživanje se temelji na sustavnom pregledu postojeće literature uključujući znanstvene članke iz časopisa, tematski vezane profesionalne web stranice i udžbenike o marketingu odnosa i suradnje. U pregled literature uključeni su pristupi istraživačkih inicijativa Nordic School, Industrial Marketing and Purchasing (IMP) Group te North American School. Rezultati i implikacije-Marketing odnosa i suradnje razvija se od predindustrijskog do poslijeindustrijskog vremena, a sve više organizacija prihvaća ovaj pristup. Za ovaj je multidimenzionalni konstrukt predložen teorijski okvir koji se sastoji od utjecajnih varijabli za stvaranje, održavanje i poboljšanje odnosa. Sintetiziraju se informacije o odgovarajućim uvjetima koje bi marketinš

Satisfaction in Business Relationships Between Companies and Dark Side Behaviour: A Literature Review

“…In a landscape where customers wield increasing power, companies must employ a strategic approach centered on relationships to achieve their business goals. Nurturing strong Business Relationships (BRs) is instrumental in realizing these objectives (Ahmmed et al, 2019).…”

“…Modern marketers face the challenge of not only interpreting customer needs based on their purchasing behavior but also anticipating future requirements to ensure brand loyalty (Ahmmed et al, 2019). Grönroos (1994) defines relationship marketing as the process of identifying, establishing, maintaining, and enhancing relationships with customers and other stakeholders, ultimately leading to profit generation and the achievement of mutual goals.…”

“…BRs serve as the cornerstone of relationship marketing, and their creation hinges on numerous factors, including the cultural environment, the capacity of the relationship to deliver value to all parties, resource balance, two-way communication, reciprocity, trust, commitment, cooperation, adaptability, negotiation skills, risk management, empathy, and the quality of social interactions emanating from the BR (Ahmmed et al, 2019).…”