TY - JOUR
AU1 - Oliver H.M. Yau
AU2 - Peter R. McFetridge
AU3 - Raymond P.M. Chow
AU4 - Jenny S.Y. Lee
AU5 - Leo Y.M. Sin
AU6 - Alan C.B. Tse
AB - Marketing academics and practitioners have been examining the relationship between relationship marketing orientation (RMO) and business performance and yet, to date, there has been no systematic analysis of its effect on a business's performance across various industries. This paper compares RMO with market orientation (MO) in terms of their impact on firms' business performance, with particular interest in three industries. It first reviews the concept of relationship marketing and its relationship with business performance, leading to the development of two hypotheses. Next, a measurement scale was used to capture the dimensions of RMO. The reliability and validity of the scale were briefly described to provide readers the background for data analysis. Then several stepwise regression analyses were performed to test the hypotheses. Results indicated that the hypotheses received support, suggesting that RMO is for every industry with particular importance in the manufacturing industry.
TI - Is relationship marketing for everyone?
JF - European Journal of Marketing
DO - 10.1108/03090560010342494
DA - 2000-10-01
UR - https://www.deepdyve.com/lp/emerald-publishing/is-relationship-marketing-for-everyone-aw8adusyZo
SP - 1111
EP - 1127
VL - 34
IS - 9/10
DP - DeepDyve