Relationship quality and customer retention through strategic communication of customer skills

Article Abstract:

It is important to identify a theoretical basis for the value of a strategic rise in customers' post-purchase skills, in terms of a rise in relationship quality and customer retention within the framework of consumer goods. Research in this area has included efforts to define relationship marketing success. It has been established that the different elements of a proactive attempt by a firm to communicate skills to customers have substantial positive effects on the quality of the firm's relationship with its customers. It is clear that consideration must be given to adding the customer skills construct to the system of variables employed in relationship marketing.

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Relationship marketing theory: its roots and direction

Article Abstract:

It is important to look closely at the issues involved in the debate about relationship marketing (RM), which has become the key area of interest in the marketing discipline during the 1990s. Research in this area has involved a metatheoretical analysis of the origins of RM thinking. It is argued that, if progress is to be made in producing new and innovative marketing theories, it is necessary to look at the past and to attempt to understand the origins of knowledge. It has been possible to identify two distinct forms of RM, and these forms present different challenges for customer-relationship management.

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Reconsidering the relationship analogy

Article Abstract:

Many of the difficulties of contemporary engagements with relationship marketing are the result of its rather naive humanism, according to research considering how a more realistic treatment of the relationship concept demands a review. It is argued that analogous use of the relationship concept within the marketing discipline is weak because of its rather underdeveloped interpretation of its source analogy. It is suggested that the view of relationships proposed by this research follows a post-humanist assessment of relationship marketing.

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