Toward a theoretical framework of relationship marketing in the business context

Abstract

Purpose – This paper addresses the issues related to the practice of relationship marketing at the organizational level. Considering the influence of various factors, this study offers a theoretical framework necessary to create, maintain, and enhance the business relationship. Design/methodology/approach – The research is based on a systematic review of existing literature, including journal articles, subject-specific professional websites, and textbooks on relationship marketing. Literature reviews relating to the Nordic School, Industrial Marketing and Purchasing (IMP) Group Approach, and the North American School are included. Findings – The relationship marketing approach has evolved since the pre-industrial era, and more organizations are embracing this marketing stance in the current, post-industrial era. A theoretical framework that consists of influential variables for creating, maintaining, and enhancing relationships is proposed to explore this multidimensional construct. Information on proper con-ditions is synthesized to help marketers identify an appropriate environment for implementing this approach in the business context. Limitations – Given the increasing complexity of relationship marketing and the increasing need to understand this approach, the proposed theoretical framework could be useful for improving the understanding of multi-dimensional aspects of relationship marketing. Consequently, directions for future research in relationship marketing are identified. Originality/value – This study provides a coherent picture of relationship marketing viewed through the proposed theoretical framework, based on a systematic literature review. Specifically, it is probably a first instance in which a paper sought to address the practice of relationship marketing by including tripartite areas – namely, creating, maintaining, and enhancing relationships in a Business to Business (B2B) setting, which is scattered across various disciplines.