A Review of Literature on Relationship Marketing

  • Subodh Kesharwani Associate Professor School of Management Studies Indira Gandhi National Open University (IGNOU), New Delhi, India
  • Jyoti . Research Scholar School of Management Studies, IGNOU New Delhi, India
  • Madhulika P. Sarkar Reader School of Management Studies, IGNOU New Delhi, India
  • Shailza . Research Scholar School of Management Studies, IGNOU New Delhi, India
Keywords: Relationship Marketing, Relationships, Customer


The purpose of this paper is to provide academicians and practitioners a review on the essence of relationship marketing practices.

DESIGN/ METHODLOGY/ APPROACH:  This paper reviews an extant literature from the reputed database in the domain of relationship marketing. Out of them a few empirical papers are shortlisted and reviewed and analyzed for the study.

FINDINGS: The authors find that investment in relationship marketing is significant for the improved customers’ satisfaction. That in a way provides competitive edge over others by ensuring long term sustainability of returns.

POLICY IMPLICATIONS: With the changing marketing scenario of the todays’ competitive world relationship marketing has been going through various changes. Maintaining relations has been of more significance than ever before. To survive in today’s competition firms should invest substantially in building and maintaining long term relationships.


1. Robert Palmatier, Srinath Gopalakrishna et al, (2006) “Returns on business to business relationship marketing investments: Strategies for leveraging profits”, Marketing Science, Vol. 25 Issue: 5, pp. 477–493.
2. Genevieve Catherine Myhal and Jikyeong Kang et al, (2008)"Retaining customers through relationship quality: a services business marketing case", Journal of Services Marketing, Vol. 22 Issue: 6, pp.445-453.
3. Apisit Chattananon, Jirasek Trimetsoontorn, (2009) "Relationship marketing: a Thai case", International Journal of Emerging Markets, Vol. 4 Issue: 3, pp.252-274.
4. Georgina Whyatt, Ralph Koschek, (2010) "Implementing relationship marketing: supermarkets’ perspectives", Marketing Intelligence & Planning, Vol. 28 Issue: 5, pp.582-599.
5. Le Nguyen Hau, Liem Viet Ngo, (2012) "Relationship marketing in Vietnam: an empirical study", Asia Pacific Journal of Marketing and Logistics, Vol. 24 Issue: 2, pp.222-235.

6. Thirunavukkarasu Velnampy and Sivsan Sivanandamoorthy, (2012), “Customer Relationship Marketing and Customer Satisfaction: a study of mobile service providing companies in Sri Lanka”, Global Journal of Management and Business Research, Vol. 12 Issue: 18 Version: 1.0

7. Michael A. Jones, Kristy E. Reynolds et al, (2015), “Exploring consumer attitude towards Relationship Marketing”, Journal of Services Marketing, Vol. 29 Issue: 3, pp.188–199.
8. Jonathan Z. Zhang, Georg F. Watson et al, (2016), “Dynamic Relationship Marketing”, Journal of Marketing, Vol. 80, pp.53–75.
9. Abdolaziz Abtin and Mostafa Pouramiri, (2016), “Impact of Relationship Marketing on customer loyalty enhancement: (Case study of Kerman Iran insurance company)”, Marketing and Branding Research, Vol. 3, pp.41-49.