The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts
Abstract
Abstract This article is about ongoing efforts to come to grips with the question: Does relationship marketing pay? The question is discussed under the umbrella concept return on relationships. Much of what is being done in relationship marketing and customer relationship management has a bearing on both business‐to‐business and business‐to‐consumer marketing, and on manufacturing as well as services. Although there is a shortage of empirical research and proven practice, the article aims to show current efforts to generate knowledge of return on relationships, with particular emphasis on business‐to‐business environments. The article ends with action strategies to improve return on relationships, and a summary of conclusions.
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Citations
Cites
The commitment-trust theory of relationship marketing
Morgan, R. M., & Hunt, S. D. (1994) · Journal of Marketing · doi:10.1177/002224299405800302 · Cited by 22,355
Cited by
Managing the co-creation of value
Payne, A. F., Storbacka, K., & Frow, P. (2008) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-007-0070-0 · Cited by 3,502
Information technology adoption in small business: Confirmation of a proposed framework
Nguyen, T. H., Newby, M., & Macaulay, M. J. (2015) · Journal of Small Business Management · doi:10.1111/jsbm.12058 · Cited by 274
Geiger, I., Durand, A., Saab, S., Kleinaltenkamp, M., Baxter, R., & Lee, Y. (2012) · Industrial Marketing Management · doi:10.1016/j.indmarman.2011.11.013 · Cited by 131
Metadata
- Authors
- Gummesson, E.
- Venue
- Journal of Business & Industrial Marketing
- Publisher
- Emerald
- Published
- 2004-03
- Volume
- 19
- Issue
- 2
- Pages
- 136-148
- ISSN
- 0885-8624 (ISSN-L)
- OpenAlex
- W2036194940
- Cited by
- 356
- References
- 1
- FWCI
- 27.98
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts. https://app.cochat.ai/papers/10.1108/08858620410524016
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- Gummesson, E. (2004). Return on relationships (ROR): the value of relationship marketing and CRM in business‐to‐business contexts. Journal of Business & Industrial Marketing. https://doi.org/10.1108/08858620410524016
Data sources
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
