Abstract

http://ssrn.com/abstract=904647
 
 

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Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis


Robert W. Palmatier


University of Cincinnati

Rajiv P. Dant


Michael F Price College of Business, University of Oklahoma

Dhruv Grewal


Babson College - Marketing Division

Kenneth R. Evans


University of Missouri at Columbia; University of Oklahoma - Michael F. Price College of Business

January 2006


Abstract:     
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).

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Date posted: May 26, 2006  

Suggested Citation

Palmatier, Robert W. and Dant, Rajiv P. and Grewal, Dhruv and Evans, Kenneth R., Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis (January 2006). Available at SSRN: http://ssrn.com/abstract=904647 or http://dx.doi.org/10.2139/ssrn.904647

Contact Information

Robert W. Palmatier (Contact Author)
University of Cincinnati ( email )
P.O. Box 210195
Cincinnati, OH 45221-0195
United States
Rajiv P. Dant
Michael F Price College of Business, University of Oklahoma ( email )
Price College of Business
307 West Brooks
Norman, OK 73019
United States
Dhruv Grewal
Babson College - Marketing Division ( email )
Babson Park, MA 02157
United States
HOME PAGE: http://faculty.babson.edu/dgrewal
Kenneth R. Evans
University of Missouri at Columbia ( email )
College of Business
Columbia, MO 65211
United States
University of Oklahoma - Michael F. Price College of Business
307 West Brooks
Norman, OK 73019-4004
United States
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References:  55
Citations:  20

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