Validating the Relationship Management Maturity Concept

Bartosz Deszczyński ()
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Bartosz Deszczyński: Poznań University of Economics and Business

Chapter Chapter 4 in Firm Competitive Advantage Through Relationship Management, 2021, pp 121-158 from Springer

Abstract: Abstract This chapter operationalizes and tests the preliminary proposal of the RM maturity model in field research. The first section discusses the design of the 40-question questionnaire, which aims to verify the links between RM maturity and sustainable competitive advantage. Different classes of research biases are addressed on a semantic level, and a scoring method based on the Net Promoter Score methodology is introduced. The second section presents the analytical strategy and the design of the empirical test, encompassing the self-reporting of business respondents and machine learning analytical techniques. The product of this analysis is a set of association rules, which separate a ‘basket’ of 10 critical RM activities and approaches linked by 16 rules, typically in a reciprocal way. The third section comments on the detailed empirical results on RM maturity and sustainable competitive advantage, which are found to be much in line with business ethics. The hallmark of an ethical RM-mature firm is open internal vertical and horizontal communication, which enables the company to be a meaningful partner in the relationships with its customers and other stakeholders.

Keywords: Association rules/basket analysis; Business ethics; Leadership; Lead management; Customer feedback; Information and communication technologies; Net Promoter Score (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-67338-3_4

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DOI: 10.1007/978-3-030-67338-3_4

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