Relationship investment in relationship marketing research: a bibliographic review

Zainol Zuraidah, Mohd Yasin Norjaya, Nik Hashim Nik M. Hazrul, Omar Nor Asiah,

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Type :	article
Subject :	HB Economic Theory
Main Author :	Zainol Zuraidah, Mohd Yasin Norjaya, Nik Hashim Nik M. Hazrul, Omar Nor Asiah,
Title :	Relationship investment in relationship marketing research: a bibliographic review

Year of Publication :

2014

Abstract :

This study aims to identify the limitations of relationship investment research in relationship marketing domain. Based upon 53 relevant journal articles, the results of content analysis reveal limited studies on the integrated effect of customer and partner investments and the effect of relationship investment’s dimensions, particularly in customer-brand relationship domain. The findings stimulate and guide future research to explain the role of relationship investment in relationship marketing. This study is perhaps one of few attempts to identify and evaluate extant relationship marketing literatures on the role of relationship investment in a systematic and integrative manner.

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