Title: Factors influencing adoption of relationship marketing practices for overall growth of firm: an ISM-based model validation

Authors: Ashish Gupta; G.P. Sahu

Addresses: School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Teliyarganj, Allahabad-211004, Uttar Pradesh, India ' School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, Teliyarganj, Allahabad-211004, Uttar Pradesh, India

Abstract: In the current era of intense competition and demanding customers, companies of all sorts are devoting time and resources toward establishing strong bonds with their suppliers, customers and target markets. In view of the difficulties that underpin our understanding of relationship marketing in consumer markets, this study attempts to investigate the adoption of relationship constructs which strengthen the relationship in a service market environment. The purpose of this research paper is to study the factors for adoption of relationship marketing which can improve firm performance and to establish relationship among them using interpretive structural modelling (ISM). Therefore, it is suggested that management should pay serious attention to all relationship marketing variables for better firm performance.

Keywords: relationship marketing; services; marketing orientation; trust; customer satisfaction; interpretive structural modelling; ISM; firm growth; model validation; firm performance.

DOI: 10.1504/IJECRM.2013.054074

International Journal of Electronic Customer Relationship Management, 2013 Vol.7 No.1, pp.21 - 44

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 16 May 2013 *

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