Return on relationships (ROR): The value of relationship marketing and CRM in business-to-business contexts

Abstract

This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question is discussed under the umbrella concept return on relationships. Much of what is being done in relationship marketing and customer relationship management has a bearing on both business-to-business and business-to-consumer marketing, and on manufacturing as well as services. Although there is a shortage of empirical research and proven practice, the article aims to show current efforts to generate knowledge of return on relationships, with particular emphasis on business-to-business environments. The article ends with action strategies to improve return on relationships, and a summary of conclusions.