Analysis of Relationship Marketing Constructs in the Service Sector


Harun, Nurul Aida and Yeo, Sook Fern and Ramasamy, Suganthi and Fageh, Achmad (2022) Analysis of Relationship Marketing Constructs in the Service Sector. Environment-Behaviour Proceedings Journal, 7 (21). pp. 27-33. ISSN 2398-4287

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Marketing is not just developing, selling and delivering products; it is creating a long-term relationship with customers, known as relationship marketing. However, some of the constructs are redundant and overlapping. Establishing relationship marketing in the service sector will bring many advantages and a competitive edge. Variables are identified and listed using a systematic literature review approach. To finish, the process of eliminating the redundant variables and categories of the finding. This research analysis highlighted the confusion and pitfalls in relationship marketing. It should bring new insights into the suitability of the constructs consistently used in relationship marketing.

Item Type: Article
Uncontrolled Keywords: Relationship marketing, service sector, commitment, loyalty
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 02 Nov 2022 02:00
Last Modified: 02 Nov 2022 02:00


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