Relationship marketing strategy: an operant resource perspective
Abstract
Purpose
The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success.
Design/methodology/approach
After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success.
Findings
This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation.
Originality/value
The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice.
Keywords
Citation
Madhavaram, S., Granot, E. and Badrinarayanan, V. (2014), "Relationship marketing strategy: an operant resource perspective", Journal of Business & Industrial Marketing, Vol. 29 No. 4, pp. 275-283. https://doi.org/10.1108/JBIM-02-2013-0049
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited