Focus Group

Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis Robert W. Palmatier Assistant professor University of Cincinnati PO Box 210145 Cincinnati, OH 45221 share: 513.556.3935 Facsimile: 513.556.0979 Email: rob.palmatier@uc.edu Rajiv P. Dant participator Professor of Marketing University of South Florida College of Business Administration 4202 E. Fowler Avenue, BSN 3403 Tampa, FL 33620 Voice: 813.974.6227 or 5978 Facsimile: 813.974.6175 Email: rdant@coba.usf.edu Dhruv Grewal Toyota Professor of Marketing Babson College Malloy dormitory room Babson Park, MA 02457 Voice: 781.239.3902 Email: dgrewal@babson.edu Kenneth R. Evans Professor of Marketing & think Dean 110B Cornell Hall, University of Missouri Columbia, MO 65211 Voice: 573.882.1039 Email: evans@missouri.edu January 13, 2005 lively for: Journal of Marketing The authors thank the Marketing Science convey for its financial support of this research. They also thank Steven P. Brown and Kent B. Monroe for their financial aid on this project, as well as the editor and reviewers for their inferential comments.

Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis Abstract Relationship merchandise (RM) has emerged as one of the dominant mantras in business dodge circles, though RM investigations often yield mixed results. To help managers and researchers rectify the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework. Although the fundamental premise that RM positively affects performance is well supported, many an(prenominal) of the authors findings have significant implications for research and practice. Relationship investment has a large direct effect on seller clinical performance, which implies that additional meditated pathways may explain the impact of RM on performance. mark performance is influenced most by relationship quality (a tangled measure of relationship strength) and least by commitment. The... If you want to spawn a full essay, order it on our website: Ordercustompaper.com

Ordercustompaper.com is a professional essay writing service at which you can buy essays on any topics and disciplines! All custom essays are written by professional writers!