The evolution of relationship marketing began with the works of Arndt (1979), Bagozzi (1974; 1978), Day and Wensley (1983), Dwyer et al. (1987), and Levitt (1983). Bagozzi (1978) was among the first to argue that the exchange relationships are the essence of marketing. Similarly, Arndt (1979) introduced the notion of the long-term buyer-seller relationship in the context of domesticated markets. He believed that the long-term buyer-seller relationship is an important factor in the growth of domesticated markets. Others also suggested that marketing should replace the transaction paradigm with buyer-seller relationships such that the buyer-seller relationships do not end after the initial sale is made; rather it is just the beginning (Day and Wensley 1983; Dwyer et al. 1987; Levitt 1983).
KeywordsCustomer Relationship Management Customer Relationship Relationship Marketing Relationship Length Loyalty Program
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