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Relationship investment in relationship marketing research: a bibliographic review

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General Information
Title
Relationship investment in relationship marketing research: a bibliographic review
Type
Article
Main Author
Zainol Zuraidah, Mohd Yasin Norjaya, Nik Hashim Nik M. Hazrul, Omar Nor Asiah,
Subject
HB Economic Theory
Language Code
eng
Bibliographic Details
Place of Production
N/A
Year of publication
2014
Degree Type
Others

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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