Monitoring and evaluation of relationship marketing initiatives in service companies: Proposition of a multicriteria model for selecting indicators and metrics

Abstract

With an attempting to fill the research gap concerning common metrics for advancing research in the field of relationship marketing, this paper aims to propose a conceptual model for monitoring and evaluating relationship marketing initiatives carried out by service companies, with the support of a hybrid multicriteria decision-making method. To demonstrate the applicability of this conceptual model in the context of a service company in Brazil, an empirical study focusing on a relationship marketing initiative of Light SESA was developed during the applied phase of the research. As main results, we can highlight the tool for selecting and hierarchizing indicators and respective metrics; and a consistent set of indicators, aiming at the continuous improvement of RM initiatives in service companies.