This article aims to use content analysis to provide an overview of the existing academic
literature on relationship marketing by summarising definitions and major defining constructs …

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 …

Since the online market has been growing rapidly over the past several years, electronic
marketing activities have drawn a lot of attention. Many companies generated customer …

In today's high competitive and globalize banking context, increasing Customer loyalty
emerges as the most important challenges faced by marketers. Cultivating loyal customers is …

Purpose–The purpose of the paper is to explore the impact of total quality management
(TQM) factors on performance dimensions of service companies. Design/methodology …

Purpose The purpose of this paper is to investigate the elements of user manual quality and
its influences on perceived product quality and customer satisfaction in an integrated model …

The primary aim of the study is to examine the effects of services marketing mix elements on
Indian customer for making the appropriate marketing mix strategy in banking services …

The role of internal marketing on building employee satisfaction has been empirically
established. More than 200 internal marketing studies are evident in the literature yet few …

Purpose–Although many authors argue that practising marketing internally facilitates the
implementation of the market orientation concept, systematic empirical research to explore …

Organizations are actively involved in relationship marketing (RM) activities to strengthen
their connections with customers. The current study discusses the multidimensional …