Factors Influencing the Effectiveness of Relationship Marketing: A Meta-Analysis
Abstract
Relationship marketing (RM) has emerged as one of the dominant mantras in business strategy circles, though RM investigations often yield mixed results. To help managers and researchers improve the effectiveness of their efforts, the authors synthesize RM empirical research in a meta-analytic framework. Although the fundamental premise that RM positively affects performance is well supported, many of the authors’ findings have significant implications for research and practice. Relationship investment has a large, direct effect on seller objective performance, which implies that additional meditated pathways may explain the impact of RM on performance. Objective performance is influenced most by relationship quality (a composite measure of relationship strength) and least by commitment. The results also suggest that RM is more effective when relationships are more critical to customers (e.g., service offerings, channel exchanges, business markets) and when relationships are built with an individual person rather than a selling firm (which partially explains the mixed effects between RM and performance reported in previous studies).
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Two independent coders achieved a high agreement level (97%) in coding the experiments.
“The coders achieved a high agreement level (97%) and resolved disagreements through discussion, following established practices (de Oliveira Santini et al., 2020;Palmatier et al., 2006).”
From A meta-analysis on the psychological and behavioral consequences of nostalgia: The moderating roles of nostalgia activators, culture, and individual characteristics (2023) · cites this paper as Palmatier et al., 2006
Prior meta-analyses identify relationship quality as a mediator of the relational benefits-customer loyalty relationship.
“Second, in prior meta-analyses that have shaped relationship marketing theory (Palmatier et al. 2006; Verma et al. 2016), the authors identify relationship quality as a mediator of the relational benefits-customer loyalty relationship.”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
Prior meta-analyses often conceptualize relational benefits as a single, general construct, discounting the potentially divergent effects of different relational benefits on customer outcomes.
“Prior meta-analyses (Palmatier et al. 2006; Verma et al. 2016) often conceptualize relational benefits as a single, general construct, discounting the potentially divergent effects of different relational benefits on customer outcomes.”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
Palmatier et al.'s (2006) meta-analysis offers support for a positive relationship between relationship quality and customer loyalty.
“Palmatier et al.'s (2006) meta-analysis also offers support for a positive relationship between relationship quality and customer loyalty.”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
Palmatier et al.'s (2006) meta-analysis reveals that the broad concept of relationship quality best captures the strength and breadth of a relationship between customers and service providers.
“Palmatier et al.'s (2006) meta-analysis reveals that the broad concept of relationship quality-rather than its specific dimensions-best captures the strength and breadth of a relationship between customers and service providers.”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
Relationship quality is positively associated with customer loyalty.
“Perceived value is positively associated with relationship quality (Moliner 2009; Ravald and Grönroos 1996), and several studies support a positive relationship between relationship quality and customer loyalty (e.g., Palmatier et al. 2006).”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
Relative to B2C customers, B2B customers tend to exhibit lower levels of customer loyalty, more carefully consider the trade-offs between costs and benefits, and focus more on long-term benefits.
“Relative to B2C customers, B2B customers tend to exhibit lower levels of customer loyalty, more carefully consider the trade-offs between costs and benefits, and focus more on long-term benefits (Lam et al. 2004; Palmatier et al. 2006; Ulaga and Eggert 2006).”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
Relational benefits have been studied in both business-to-business (B2B) and business-to-consumer (B2C) domains, with potential implications for relationship marketing outcomes.
“Moreover, relational benefits have been studied in both business-to-business (B2B) and business-to-consumer (B2C) domains, with potential implications for the relationship marketing outcomes (e.g., Palmatier et al. 2006).”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
A unidimensional approach to relational benefits might not adequately capture the influence of each benefit component on customer loyalty.
“These results also suggest that a unidimensional approach to relational benefits (e.g., Palmatier et al. 2006; Verma et al. 2016) might not adequately capture the influence of each benefit component on customer loyalty.”
From Understanding and managing customer relational benefits in services: a meta-analysis (2020) · cites this paper as Palmatier et al. 2006
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- Authors
- Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R.
- Affiliations
- University of Cincinnati (US)
- University of South Florida (US)
- Babson College (US)
- University of Missouri (US)
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2006-10
- Volume
- 70
- Issue
- 4
- Pages
- 136-153
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W3126090267
- Cited by
- 2,601
- References
- 8
- Citations by year
- 2026: 136 · 2025: 120 · 2024: 102 · 2023: 132 · 2022: 152 · 2021: 180 · 2020: 194 · 2019: 175 · 2018: 139 · 2017: 167 · 2016: 138 · 2015: 162 · 2014: 154 · 2013: 153 · 2012: 127
- FWCI
- 17.25
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Business, Management and Accounting › Management Information Systems › Quality and Supply Management
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Keywords
- relationship marketing, relationship investment, relationship quality, relationship strength, customer commitment, objective performance, mediation pathways, business-to-business relationships, service relationships, channel relationships
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