Chapter-II Review of Literature

The concept of relationship marketing has emerged within the field of services marketing and industrial marketing (Dwyer et al. 1987; Thorbjornsen et al. 2002; Swaminathan et al. 2007, Bolton et al. 2008; Ndubisi and Wah, 2005) and blossomed in the late 1980s and 1990s (Beetles and Harris, 2010). Relationship marketing is one of the oldest approaches to Marketing (Zineldin and Philipson, 2007) and Over the past twenty years, relationship marketing has represented a renaissance in marketing (Bonnemaizon et al, 2007) and it embodies international, industrial and services marketing and in a business context is superseding traditional marketing theory (Davis, 2008). In fact this reorientation of marketing has been proposed in contrast to the traditional approach, transactional marketing (Zineldin and Philipson, 2007).