Relationship Marketing

Relationship marketing is a marketing strategy that emphasizes customer retention, satisfaction, and long-term loyalty through sustained engagement and personalized interaction rather than focusing primarily on individual sales transactions.

11.5K

Publications

1.2M

Citations

18.1K

Authors

3.9K

Institutions

Publications per year

2017–2026

3.4K

Parents

MarketingMarketing Management

Children

Brand Relationship ManagementChannel Partner ManagementComplaint HandlingComplaint ManagementCustomer AdvocacyCustomer EngagementCustomer Experience ManagementCustomer Lifetime ValueCustomer LoyaltyCustomer Retention

Publications

11.5K

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 10.6K citations

Business, Marketing, Marketing Management +10

Developing Buyer-Seller Relationships

F. Robert Dwyer, Paul H. Schurr, Sejo Oh · Journal of Marketing · 1987 · 7.8K citations

Business, Marketing, Marketing Management +7

Whence Consumer Loyalty?

Richard L. Oliver · Journal of Marketing · 1999 · 6.9K citations

Business, Marketing, Marketing Management +10

1–5 of 11.5K

Authors

18.1K

HH
Heesup Han
Sejong University, South Korea
37 publications · 2.6K citations
26
h-index
PC
Peter C. Verhoef
University of Groningen, Netherlands
26 publications · 11.8K citations
25
h-index
CG
Christian Grönroos
Hanken School of Economics, Finland
27 publications · 15.2K citations
24
h-index
RW
Robert W. Palmatier
University of Washington, United States
26 publications · 8.2K citations
24
h-index
JN
Jagdish N. Sheth
Emory University, United States
25 publications · 6.1K citations
24
h-index

1–5 of 18.1K

Institutions

3.9K

1–8 of 3.9K

Venues

Journal of Marketing
JM · 278 publications · 233.2K citations
168
h-index
Journal of Business Research
JBR · 382 publications · 51.8K citations
115
h-index
Industrial Marketing Management
380 publications · 37.9K citations
111
h-index
Journal of the Academy of Marketing Science
184 publications · 54.8K citations
99
h-index
European Journal of Marketing
EJM · 241 publications · 33.9K citations
94
h-index

1–5

See also Relationship Marketing
Core Methods	Customer Relationship Management Customer Retention Customer Profiling Data Mining Customer Segmentation Customer Feedback Management Personalized Marketing Workflow Automation Service Cross-selling
Evaluation	Customer Satisfaction Customer Loyalty Relationship Quality Customer Retention Relationship Commitment
Applications	Business-to-business Marketing Banking Services Marketing Online Banking Operations E-commerce Marketing Private Banking
Variants	Customer Relationship Management Customer Relationship Marketing Personalized Marketing
Limitations	Technology Barriers