HOW WILL WE STUDY THE RELATIONSHIP IN RELATIONSHIP MARKETING?

Yi-An Chuang
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Yi-An Chuang: Lincoln Business School, University of Lincoln, Brayford Pool, Lincoln, LN6 7TS, UK

Chapter 40 in Marketing and Management Sciences, 2010, pp 220-223 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThis paper explores a possibility to study the problem of relationship in relationship marketing from a cross-discipline approach. The aim of relationship marketing is to create a long-term cooperation which would benefit both customer and company. As such it is suggested that the aim of research into relationship marketing has been to identify the nature of cooperation and ways to establish preferred forms. Cooperation is taken to be a special case of interaction. By studying interaction it will be possible to arrive at results for cooperation, and hence for relationship marketing. A stable form of cooperation is desirable as it would help transfer cooperation to the future (thereby relationship keeps evolving). Linguistic system is the tool that is developed to help us observe interaction (and hence relationship). The paper sets out a framework within which the relationship of relationship marketing can be studied in a scientific manner.

Keywords: Management, Organizational Behavior, Marketing; Negotiation, Dynamic Models, International Business, Strategic Business, Human Resource, (search for similar items in EconPapers)
JEL-codes: O30 (search for similar items in EconPapers)
Date: 2010
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