Relationship Marketing: Literature Review
Journal Title: International Journal of Science and Research (IJSR) - Year 2013, Vol 2, Issue 10
Abstract
This paper aims to shed light on the theoretical understanding of relationship marketing concept and its main components that have a direct or indirect impact on any relational approach. Firstly, we will display various definitions given to Relationship Marketing. Secondly, we will show relational strategies considered as mediating variables in relational exchange. We will focus mainly on the variables of commitment, trust, satisfaction and relationship quality. Finally, we will demonstrate the consequences of these relational mediating variables on future behavior: seller
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