关于关系营销的经典文献
Factors Influencing the Effectiveness  of Relationship Marketing:  A Meta-Analysis

Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal, & Kenneth R. Evans

Abstract:

Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM
investigations often yield mixed results. To help managers and researchers improve the effectiveness of their
efforts, the authors synthesize RM empirical research in a meta-analytic framework. Although the fundamental
premise that RM positively affects performance is well supported, many of the authors’ findings have significant
implications for research and practice. Relationship investment has a large, direct effect on seller objective
performance, which implies that additional meditated pathways may explain the impact of RM on performance.
Objective performance is influenced most by relationship quality (a composite measure of relationship strength)
and least by commitment. The results also suggest that RM is more effective when relationships are more critical
to customers (e.g., service offerings, channel exchanges, business markets) and when relationships are built with
an individual person rather than a selling firm (which partially explains the mixed effects between RM and
performance reported in previous studies).