Implementing a relationship marketing program: a case study and managerial implications

THE JOURNAL OF SERVICES MARKETING, VOL. 11 NO. 4 1997, pp. 278-298 © MCB UNIVERSITY PRESS 0887-6045 Introduction There is a growing body of literature trumpeting a paradigm shift to relationship marketing. Much of the initial conceptual development behind relationship marketing can be traced to Macneil’s (1978, 1980) discussion of the impact of long-term, legal contracts on exchange relationships. Berry (1983) introduced the term “relationship marketing” to the services marketing literature, defining it as attracting, maintaining, and enhancing customer relationships (cf. Grönroos, 1994). Several recurring themes in the relationship marketing literature include customer satisfaction (Crosby et al., 1990; Perrien and Ricard, 1995), mutual trust (Berry, 1995; Crosby et al., 1990; Grönroos, 1990; Morgan and Hunt, 1994; Perrien and Ricard, 1995; Wilson, 1995), and commitment or promise (Beaton and Beaton, 1995; Grönroos, 1994; Gundlach et al., 1995; Morgan and Hunt, 1994; Perrien et al., 1995; Wilson, 1995). While many of these perspectives compare marketing relationships to a marriage which is marked by the ongoing mutual commitment and interest of both parties (Beaton and Beaton, 1995; Heide and John, 1992; Morgan and Hunt, 1994; Perrien et al., 1995), another perspective posits that relationship marketing is an asymmetrical marketing process that requires an in-depth, personalized understanding of customer needs and characteristics (Perrien and Ricard, 1995; Perrien et al., 1995).