Developing the Relationship Management Upper Mid-Range Theory

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

Chapter Chapter 5 in Firm Competitive Advantage Through Relationship Management, 2021, pp 159-216 from Springer

Abstract: Abstract This chapter presents the final proposal of the RM maturity model and proposes a robust framework for the upper RM mid-range theory. The first section synthesizes and explains the mutual connections of distinct RM activities and approaches of an RM-mature firm. A quick test for RM maturity is proposed. The second section introduces the notion of an RM niche, which is needed to explain why moderate proficiency in RM yields no significant advantages and why the relationship between what a company does in terms of RM and achieving a sustainable competitive advantage is highly curvilinear. The universal factors that determine the size of an RM niche and thus the size and scope of RM-mature firms are proposed and discussed. The third section provides eight examples of companies illustrating different facets of RM ‘in motion’ and serves as supplementary qualitative material to study the diverse challenges in managing relationships.

Keywords: Customer feedback; Lead management; Loyalty management; Relational communication; RM niche; Resource-Advantage Theory of Competition; Service-Profit Chain; Services; Value co-creation; Theory building (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_5

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DOI: 10.1007/978-3-030-67338-3_5

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