Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
Robert W. Palmatier
University of Cincinnati
Rajiv P. Dant
University of Oklahoma
Babson College - Marketing Division
Kenneth R. Evans
University of Missouri at Columbia; University of Oklahoma - Michael F. Price College of Business
Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework. Although the fundamental premise that RM positively affects performance is well supported, many of the authors' findings have significant implications for research and practice. Relationship investment has a large direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of RM on performance. Objective performance is influenced most by relationship quality (a composite measure of relationship strength) and least by commitment. The results suggest also that RM is more effective when relationships are more critical to customers (e.g., service offerings, channel exchanges, business markets) and built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies).
Number of Pages in PDF File: 40working papers series
Date posted: May 26, 2006
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