A Review of Empirical Studies On Relationship Marketing

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Sosyal Bilimler Metinleri
Volume:2013 Issue:2
A Review of Empirical Studies On Relationship Marketing

A Review of Empirical Studies On Relationship Marketing

Authors : Ayşegül DONMAZ, Emine Mediha SAYIL, Ayşe AKYOL

Pages : 1-20

View : 38 | Download : 9

Publication Date : 2013-12-01

Article Type : Research Paper

Abstract :Objective of this paper is to analyze the empirical studies published in leading academic journals in order to review the present state of relationship marketing. Results of the reviewed studies suggest strongly that the relationship marketing and its components are significant determinants of business success. Recommendations of this paper provide specific guidance to managers concerning the importance of relationship marketing in their companies. Considering the better performance achieved by companies with a higher degree of relationship marketing, companies may be advised to improve their relationship marketing practices.
Keywords : elationship marketing, relationship marketing perspective, empirical study, Relationship marketing variables

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