The meaning of a marketing relationship: A pilot study

Abstract The objective of this article is to clarify the meaning of a relationship for buyers and sellers. A qualitative investigation conducted in the arena of commercial banking reveals that sellers (i.e., bankers) regard relationship marketing as a strategic issue, because it impacts on organizational structure, the decision-making process, and human resources management. Buyers (i.e., mid-market companies), on the other hand, consider relationship marketing as merely a communication process that should enhance the relevance of the seller's offering. Furthermore, our results raise a number of questions concerning the role of front-line people and pricing policies within a relationship strategy.