Relationship marketing research (1994‐2006)

Purpose – The purpose of this paper is to review the academic literature on relationship marketing (RM), conduct a content analysis of the same for the purpose of classification and provides a comprehensive bibliography.Design/methodology/approach – A range of online databases were searched to review the literature on RM. Only, 209 papers had RM as the primary research topic. The full text of each paper was taken as the unit of analysis. The classification of all the units into mutually exclusive categories was done by two independent researchers.Findings – The content analysis led to classification of literature into five mutually exclusive categories viz. objectives, defining constructs, instruments, industrial applications and issues. The contribution of research papers has been on the rise across the time frame and there has been a sharp rise in RM research publication in the recent years. The study revealed many other useful findings.Research limitations/implications – The findings can be generalized...

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