Can relationship marketing be applied to all service businesses?

Can relationship marketing be applied to all service businesses? Executive Summary This paper examines the applicability of relationship marketing to all service businesses. Throughout the literature, the definition of relationship marketing has been argued within two main perspectives. The first perspective is based on the relationship versus transactional approach to marketing and is found in the majority of the literature (Gronroos 1994; Palmer 1996; Payne 1994). The second perspective is the presumption that relationship marketing forms a part …

…-25 Payne, A. (1994) Relationship Marketing - Making the consumer count. Managing Service Quality. 4 (6), 29-31 Peppers, D. Rogers, M. (1997) Enterprise one to one, Currency/Doubleday New York Pitta, D (1998) Marketing one-to-one and its dependence on knowledge discovery databases. The Journal of Consumer Marketing. 15 (5) 468-477 Rao, S. Perry, C. (2002) Thinking about relationship marketing: Where are we now? The Journal of Business & Industrial Marketing. 17 (7), 598-614 Schneider, B. Chung, B. (1996) Service Quality Journal of Organisational Behaviour. 3, 65-80