Journal of the Academy of Marketing Science

, Volume 23, Issue 4, pp 236–245

Relationship marketing of services—growing interest, emerging perspectives

  • Leonard L. Berry
Special Issue On Relationship Marketing

DOI: 10.1177/009207039502300402

Cite this article as:
Berry, L.L. JAMS (1995) 23: 236. doi:10.1177/009207039502300402


Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions.

Copyright information

© Academy of Marketing Science 1995

Authors and Affiliations

  • Leonard L. Berry
    • 1
    • 2
  1. 1.Arizona State UniversityUSA
  2. 2.Texas A&M UniversityUSA

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