The Future of Relationship Marketing »

The best papers from the Eleventh Annual Colloquium in Relationship Marketing held in Cheltenham, United Kingdom in 2003

The impact of a positive buyer-seller relationship on the profits and customer retention of any company should never be minimized. The Future of Relationship Marketing presents carefully chosen proceedings from the Eleventh Annual Colloquium in Relationship Marketing (Cheltenham, United Kingdom in 2003). Leading experts reveal the latest studies and provide unique insights into the behaviors and dynamic strategies needed to maximize a positive relationship with the all-important customer.

The Future of Relationship Marketing provides new and challenging findings important to anyone involved with buyer-seller relationships, brought together in one volume. This multidisciplinary collection of studies reaches beyond basic marketing strategies to provide a broad yet in-depth examination of the subject. The book links theory to practice, provides innovative methodologies for research, and forecasts what the future holds for relationship marketing. Each chapter is extensively referenced, and many include graphs and figures to reinforce concepts and ideas.

The Future of Relationship Marketing topics include:

• dialogical interaction
  
• customer trust, satisfaction, and loyalty
  
• Customer Relational Management (CRM)
  
• the question of whether variety-seeking behavior make customers “bad”
  
• an analysis of underlying worldviews in relationship marketing
  
• the positivist approach in organizational theory and strategy
  
• the interpretativist approach in organizational theory and strategy
  
• configuration theory
  
• an analysis of CRM implementation models
  
• buyer-seller face-to-face negotiations

The Future of Relationship Marketing gives the most recent information essential for researchers, educators, students, and professionals in customer relationship marketing.

	The future of relationship marketing	1
	Relationship marketing and the challenge of dialogical interaction	11
	Trust, satisfaction and loyalty in customer relationship management : an application of justice theory	29
	Are variety-seekers bad customers? : an analysis of the role of recommendations in the service profit chain	43
	The 4Ps of relational marketing, perspectives, perceptions, paradoxes and paradigms : learnings from organizational theory and the strategy literature	59
	An exploratory analysis of CRM implementation models	85
	Developing buyer-seller relationships through face-to-face negotiations	105