The Relationship Marketing Effect on Firm’s Export Performance
CHANGING PARADIGMS IN SERVICES MARKETING, pp. 18-29, Ashwini K. Awasthi, Sanjay Jain, Jayesh Aagja, eds., Institute of Management, Nirma University, Himalaya Publishing House, Mumbai, 2013
13 Pages Posted: 5 Feb 2013 Last revised: 3 Mar 2013
Date Written: January 9, 2013
The comparatively fresh emergence of relationship marketing paradigm in the field of marketing management highlights the growing need to manage, develop and evaluate relationships amongst the buyers and suppliers. In international business context, the same holds good for relationship quality between exporters and importers, which in turn also acts as an important determinant of firms’ export performance. The present study is an empirical attempt towards examining the effect of relationship marketing, between the exporting firms and the importers, on export performance. It aims to throw light on the exporting firms’ awareness regarding relationship marketing, along with increasing their understanding about the concept's utility in handling foreign market operations. Sample for the study is drawn from small and medium sized exporting firms operational in Gujarat State of India.
Keywords: relationship marketing, export performance, relationship quality, small and medium sized firms
JEL Classification: F23, L10, L21, L60, M31
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