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How Companies Can Measure the Success of their Relationship Marketing Investments

Author

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  • Palmatier Robert W.

    (University of Washington)

  • Gopalakrishna Srinath
  • Houston Mark

    (University of Missouri- Columbia)

Abstract

Firms invest heavily in different types of business-to-business relationship marketing in the belief that it bolsters their bottom line. How effective is this investment, and how can companies measure its success? This study analyzes the various aspects of business-to-business relationship marketing. Data from a matched set of 313 business customers covered by 143 salespeople employed by 34 selling firms indicates that investments in social relationship marketing pay off handsomely, financial relationship marketing does not, and structural relationship marketing is economically viable for customers serviced frequently.

Suggested Citation

  • Palmatier Robert W. & Gopalakrishna Srinath & Houston Mark, 2009. "How Companies Can Measure the Success of their Relationship Marketing Investments," GfK Marketing Intelligence Review, Sciendo, vol. 1(1), pages 24-35, May.
    • Handle: RePEc:vrs:gfkmir:v:1:y:2009:i:1:p:24-35:n:4
    DOI: 10.2478/gfkmir-2014-0082
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