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dc.contributor.authorBeck, Joshua T.
dc.contributor.authorChapman, Kelly
dc.contributor.authorPalmatier, Robert W.
dc.date.accessioned2017-05-29T12:34:57Z
dc.date.available2017-05-29T12:34:57Z
dc.date.issued2015
dc.identifier.issn1069-031X
dc.identifier.doi10.1509/jim.15.0010
dc.identifier.urihttp://hdl.handle.net/10072/337614
dc.description.abstractRelationship marketing (RM) and loyalty programs (LPs) are key differentiation strategies for firms facing increasing global competition. Accordingly, global interest in RM and LPs has surged, though researchers examining these marketing activities typically apply U.S.-centric frameworks to international research contexts. To understand how RM and LPs may be influenced by factors that distinguish global markets, this review offers a comprehensive framework of both RM and LP mechanisms and considers how cultural and developmental contingency factors may alter the effects of these mechanisms on seller performance. The results from this review produce eight propositions about where specific RM and LP strategies should be most effective. By considering these mechanisms jointly, the authors also simultaneously delineate RM and LP theories and broaden the scope of global research in both domains.
dc.description.peerreviewedYes
dc.languageEnglish
dc.publisherAmerican Marketing Association
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto21
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of International Marketing
dc.relation.ispartofvolume23
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchBusiness and Management
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchcode150599
dc.subject.fieldofresearchcode1503
dc.subject.fieldofresearchcode1505
dc.titleUnderstanding Relationship Marketing and Loyalty Program Effectiveness in Global Markets
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionPublished
gro.rights.copyright© 2015 American Marketing Association. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorPalmatier, Robert W.


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