Working Papers

Leveraging Relationship Marketing Strategies for Better Performance: A Meta-analysis

Robert W. Palmatier, Rajiv P. Dant, Dhruv Grewal, and Kenneth R. Evans

Jan 1, 2005

Conducts a meta-analysis of empirical research to determine which relationship marketing strategies are most effective, under what conditions RM strategies reliably produce positive performance outcomes, and the role of mediators such as trust, commitment, and relationship quality.

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