Analysis of Relationship Marketing Constructs in the Service Sector

Marketing is not just developing, selling and delivering products; it is creating a long-term relationship with customers, known as relationship marketing. However, some of the constructs are redundant and overlapping. Establishing relationship marketing in the service sector will bring many advanta...

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Bibliographic Details
Published inEnvironment-Behaviour Proceedings Journal Vol. 7; no. 21; pp. 27 - 33
Main Authors Harun, Nurul Aida, Yeo, Sook Fern, Ramasamy, Suganthi, Fageh, Achmad
Format Journal Article
LanguageEnglish
Published 30.09.2022
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Summary:Marketing is not just developing, selling and delivering products; it is creating a long-term relationship with customers, known as relationship marketing. However, some of the constructs are redundant and overlapping. Establishing relationship marketing in the service sector will bring many advantages and a competitive edge. Variables are identified and listed using a systematic literature review approach. To finish, the process of eliminating the redundant variables and categories of the finding. This research analysis highlighted the confusion and pitfalls in relationship marketing. It should bring new insights into the suitability of the constructs consistently used in relationship marketing.
ISSN:2398-4287
2398-4287
DOI:10.21834/ebpj.v7i21.3740