A Review of Empirical Studies On Relationship Marketing

Yıl 2013, Cilt: 2013 Sayı: 2, 1 - 20, 01.12.2013

Ayşegül Donmaz Emine Mediha Sayıl Ayşe Akyol

Öz

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.

Anahtar Kelimeler

elationship marketing, relationship marketing perspective, empirical study, Relationship marketing variables

Kaynakça

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