Is Relationship Marketing Still Relevant? A Concept Analysis: An Abstract

Abstract

Relationship marketing represents a shift from traditional, transaction-based marketing practices to customer-centric techniques that focus on providing customers with a competitive advantage through the development of mutually beneficial relationships. As a result of COVID-19’s isolation orders, quarantine requirements, and an increase in remote workforces, one has to wonder, how are relationships changing due to this forced digital era? The purpose of this research is to review the origins, definitions, and intricacies of relationship marketing, including but not limited to the current importance and validity of it as a paradigm shift in the digital era, applicable theories and constructs, and the various facets associated with relationship marketing. By reviewing the importance and worthiness of relationship marketing as a dominant theoretical and practical school of thought, the authors review the fundamentals of relationship marketing and present it as a paradigm shift in the wake of the digital marketing climate forced by COVID-19.

Relationship marketing has garnered significant attention from scholars as a dominant field of study within the marketing discipline. However, as marketers navigate the wealth of new opportunities afforded by the digital era, it is germane to address how relationship marketing aligns with these new tools and strategies. Conducting business is fundamentally rooted in one’s ability to establish and maintain fruitful relationships through the development of commitment and trust (Morgan & Hunt, 1994; 1999). The content analysis examines the origins, definitions, and intricacies of relationship marketing to determine its relevance to the current market and concludes by presenting several viable areas for future research contributions.

Exploration of relationship marketing as a paradigm shift is far from mature and holds many implications for academia and industry. Relationship marketing is essential because this research is a window into strategic approaches and tactics; it expands much more comprehensively than the company and its customers and offers the potential for additional research contributions including theory and scale development. The digital age has enhanced future research possibilities by unifying various perspectives of relationship marketing and providing new avenues for assessing the bonds between consumers and companies. Furthering the body of knowledge for relationship marketing is essential to understand the ups, downs, starts, and conclusions of this communication and marketing strategy and the overall longevity of business relationships in the digital age.