Is relationship marketing for everyone?

Is relationship marketing for everyone? 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560010342494
Publisher site
See Article on Publisher Site

Abstract

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.

Journal

European Journal of MarketingEmerald Publishing

Published: Oct 1, 2000

Keywords: Market orientation; Organizational performance

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