Relationship marketing competencies in the UK advertising industry

Ian Chaston
Plymouth Business School, University of Plymouth, United Kingdom;
Jonathon Lace
Plymouth Business School, University of Plymouth, United Kingdom
and
Terry Mangles
Plymouth Business School, University of Plymouth, United Kingdom

 

DEVELOPING A MODEL FOR RESEARCHING THE RELATIONSHIP MANAGEMENT PROCESS

A dominant theme in services marketing over the last few years has been the importance of quality in terms of the provider delivering satisfaction to customer. Eiglier and Langeard (1987) for example posit that service quality is usually the ultimate criteria used by customers in the selection of a supplier. Crosby (1989), however, has cautioned against misleading managers into placing excessive emphasis on service quality because this may have a detrimental impact on the delivery of other benefits which also influence customer satisfaction.