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Relationship marketing: Past, present, and future
Department of Marketing, CERS – Centre for Relationship Marketing and Service Management, Hanken School of Economics, Helsinki, Finland.
Department of Marketing, University of Vaasa, Helsinki, Finland.
Hanken School of Economics, Helsinki, Finland.ORCID iD: 0000-0002-4081-9737
2017 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 31, no 1, p. 1-5Article in journal (Other academic) Published
Abstract [en]

Purpose: In a time when relationships have become recognized as an integral part of contemporary marketing theory and practice, what role can the sub-discipline of relationship marketing play? The aim with this special issue is to critically assess the state of relationship marketing and call for new ideas to take the field forward.

Design/methodology/approach: We had an open call for papers with an original perspective and advanced thinking on relationship marketing, resulting in 50 originally submitted manuscripts that were subjected to double-blind review. Of these, this issue presents five articles. In addition, we invited well-renowned thought leaders who have contributed to theory development within relationship marketing. This issue starts with their four thoughtful, forward-orientated contributions.

Findings: Several thought-provoking reflections and research findings are presented that urge relationship marketing researchers to explore novel avenues for the future of this area. A prominent way forward may be looking for a common ground in relationship marketing thinking, assessing the extent to which the different literature streams add to marketing research and when they do not, and testing/deploying the learnings in new settings.

Research limitations/implications: This special issue does not address all areas of relationship marketing research. Potential areas for future relationship marketing research are identified.

Originality/value: To assess existent knowledge of relationship marketing is needed to take the field forward.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2017. Vol. 31, no 1, p. 1-5
Keywords [en]
Relationship marketing, service marketing, services marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:liu:diva-142215DOI: 10.1108/JSM-12-2016-0424ISI: 000397580200001Scopus ID: 2-s2.0-85010685593OAI: oai:DiVA.org:liu-142215DiVA, id: diva2:1151468
Available from: 2017-10-23 Created: 2017-10-23 Last updated: 2018-01-15Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
  • rtf