Date 1995

Author(s) Jagdish N. Sheth* and Atul Parvatiyar

Journal International business review

Variable(s) Relationship Marketing, Relational Orientation, Transaction Orientation

Research Question(s) The evolution of Relationship

Key Findings due to technological advances, direct marketing is staging a comeback, leading to a relationship orientation Analyzing the potential of several firm resources for generating competitive advantage A holistic construal is presented to represent and test organizational theories and discusses the comparison between holistic construal and and traditional procedures Understanding why customers are receptive to relationships with service providers is a key issue in relationship marketing. Customers maintain relationship because of constraints or

1991

Jay Barney

Journal of Management

Value, rareness, imitability, substitutability

Firm Resources and sustained competitive advantage

1982

Richard P. Bagozzi and Lynn W. Phillips

Administrative Science Quarterly

Power, Centrality, Coping,

Representing and Testing Organizational Theories: A Holistic Construal

1997

Bendapudi, N., & Berry, L. L.

Journal of Retailing

Environmental, partner, customer, interaction, relationship maintenance,

Customers motivations for maintaining relationship with service providers.

1995

Leonard L. Berry

Journal of the Academy of Marketing science

Quality, recognition, technological advances, targeting profitable customers

Relationship Marketing of ServicesGrowing Interest, Emerging Perspectives

2002

Brown T J, Mowen J C, Donavan D T, Licata J W

Journal of Marketing Research

Employee Development, Food, Individual Behaviour, Performance Appraisal, Personality, Restaurants, Service Industries, Service Quality, Supervisors

The customer orientation of service workers: personality trait effects on self- and supervisor performance ratings

2009

Michael D. Clements

Journal of Internet Business

relationship value, buyer/seller, Internet, continuum

How Buyers and Sellers Value B2B Relationships: A Relationship Value Continuum for Internet Based Exchange

dedication. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Employees' degree of customer orientation is shaped significantly by personality traits and situational factors, and that customer orientation shapes service worker performance ratings (both by themselves and by their supervisors). his paper introduces an d proposes the concept of a relationship value continuum between buyers

and sellers in business to business relationships, as an important mechanism for maintaining and developing buyer/sel ler relationships both off and online.