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Advancing relationship marketing theory: exploring customer relationships through a process-centric framework

Author

Listed:
  • Antje S. J. Hütten

    (RWTH Aachen University)

  • Torsten Oliver Salge

    (RWTH Aachen University)

  • Thomas Niemand

    (Clausthal University of Technology)

  • Florian U. Siems

    (Dresden University of Technology)

Abstract

Relationship marketing is commonly defined as a process. Its essential process dimension, however, remains surprisingly under-theorized. In this conceptual paper, we address this theoretical void and begin to develop a process-centric framework to explore company-customer relationships. This framework distinguishes four ideal-typical models of the relationship marketing process: (1) life-cycle, (2) evolutionary, (3) teleological and (4) dialectical process models. Our review of the relationship marketing literature reveals the prevalence of life-cycle conceptions of the relationship marketing process, followed by teleological and evolutionary conceptions. It is against this backdrop that we illustrate the value of dialectical process models as a first promising opportunity to advance relationship marketing theory. The second opportunity we showcase consists in combining two (or more) of these process models. We end with guidelines on how to identify suitable combinations of commensurable process models to systematize the multifaceted opportunities for advancing theory in relationship marketing and beyond.

Suggested Citation

  • Antje S. J. Hütten & Torsten Oliver Salge & Thomas Niemand & Florian U. Siems, 2018. "Advancing relationship marketing theory: exploring customer relationships through a process-centric framework," AMS Review, Springer;Academy of Marketing Science, vol. 8(1), pages 39-57, June.
    • Handle: RePEc:spr:amsrev:v:8:y:2018:i:1:d:10.1007_s13162-017-0091-x
    DOI: 10.1007/s13162-017-0091-x
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    References listed on IDEAS

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    Cited by:

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    3. Abbie Griffin & Gloria Barczak, 2020. "Effective reviewing for conceptual journal submissions," AMS Review, Springer;Academy of Marketing Science, vol. 10(1), pages 36-48, June.

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