The Impact of Relationship Marketing on Customer Loyalty: A Systematic Literature Review.

Albérico Rosário, Joaquim Casaca

Abstract


This study aims to provide a comprehensive understanding of how cultivating strong customer relationships can lead to increased loyalty, ultimately contributing to sustained business success. Uses a systematic bibliometric literature review, based on 96 articles published between 2912-2022 in the Scopus database. The research findings demonstrate that the impact of relationship marketing on customer loyalty is characterized by factors like corporate image and reputation, customer referral behaviors, service quality, customer satisfaction, and trust. Addressing these challenges is critical to ensuring that relationship marketing efforts effectively foster long-term customer loyalty and drive sustainable business success. The study is limited to the utilization of the Scopus database, thereby excluding additional scientific and academic databases such as Web of Science. Secondly, the inquiry was confined to the field of “Business, Management, and Accounting” within the timeframe of 2012 to 2022. Offers valuable insights for companies to implement more effective relationship strategies, resulting in greater customer loyalty and competitive advantage. Among others, we highlight the implementation of online customer communities and customer contact centers. Other contributions are related to the implementation of customization and personalization strategies, including personalized marketing messages, custom product configurations, and proactive customer support. This study demonstrates how companies can enhance customer retention, boost satisfaction, and strengthen customer relationships.

 

DOI: https://doi.org/10.54663/2182-9306.2025.v.13.n.24.139-168


Keywords


Relationship marketing, customer loyalty, customer satisfaction, customer trust, customer experience.

Full Text:

PDF

References


Abdullah, F., & Kanyan, A. (2013). Managing the dimensions of relationship marketing in the foodservice industry. Jurnal Pengurusan, 37, 91-103. https://doi.org/10.17576/pengurusan-2013-37-09

Abdur Rehman, M., Khan, S., Osman, I., Aziz, K., & Shams, G. (2021). Revisiting the corporate image through service quality and relationship marketing: an empirical evidence from Malaysian and Saudi Arabian Takaful customers. Journal of Islamic Accounting and Business Research, 12(6), 849-871. https://doi.org/10.1108/JIABR-05-2020-0140

Abdur Rehman, M., Osman, I., Aziz, K., Koh, H., & Awais, M. (2020). Get connected with your Takaful representatives: Revisiting customer loyalty through relationship marketing and service quality. Journal of Islamic Marketing, 11(5), 1175-1200.https://doi.org/10.1108/JIMA-06-2019-0122

Akroush, M. N., & Elsamen, A. A. A. (2012). An empirical investigation of the mediating role of relationship marketing skills on the relationship between customer satisfaction and customer loyalty. International Journal of Internet Marketing and Advertising, 7(1), 1-30.https://doi.org/10.1504/IJIMA.2012.044956

Al Naimi, H., & Al Khasawneh, M. H. (2017). Switching behavior model in the Jordanian internet sector: An integration of the TPB and customer loyalty. International Journal of Electronic Marketing and Retailing, 8(3), 185-211. https://doi.org/10.1504/IJEMR.2017.086130

Anabila, P. (2021). Connecting the vital link nodes to superior value creation in private health-care marketing in Ghana: a relationship marketing paradigm. International Journal of Pharmaceutical and Healthcare Marketing, 15(1), 155-172. https://doi.org/10.1108/IJPHM-11-2019-0071

Andrade, R., Moazeni, S., & Ramirez‐Marquez, J. E. (2020). A systems perspective on contact centers and customer service reliability modeling. Systems Engineering, 23(2), 221-236. https://doi.org/10.1002/sys.21526

Asikhia, O. (2012). Modelling relationship marketing and performance of Nigerian banks. International Journal of Business Innovation and Research, 6(5), 514-531.https://doi.org/10.1504/IJBIR.2012.048784

Atinc, Y. O. (2015). The Economic Side of Relationship Marketing. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 59). Springer Nature. https://doi.org/10.1007/978-3-319-10864-3_35

Bardauskaite, I. (2014). Loyalty in the business-to-business service context: a literature review and proposed framework. Journal of Relationship Marketing, 13(1), 28-69. https://doi.org/10.1080/15332667.2014.882628

Belli, A., O’Rourke, A. M., Carrillat, F. A., Pupovac, L., Melnyk, V., & Napolova, E. (2022). 40 yearsof loyalty programs: how effective are they? Generalizations from a meta-analysis. Journalof the Academy of Marketing Science, 50(1), 147-173. https://doi.org/10.1007/s11747-021-00804-z

Bi, Q. (2019). Cultivating loyal customers through online customer communities: A psychologicalcontract perspective. Journal of Business Research, 103, 34-44.https://doi.org/10.1016/j.jbusres.2019.06.005

Bilgihan, A., & Bujisic, M. (2015). The effect of website features in online relationship marketing:A case of online hotel booking. Electronic Commerce Research and Applications, 14(4 C7 -574), 222-232. https://doi.org/10.1016/j.elerap.2014.09.001

Boakye, K. G., Blankson, C., & Prybutok, V. R. (2017). The battle for customer loyalty: Anexamination of customer loyalty in the goods and services domain. Quality ManagementJournal, 24(4), 21-34. https://doi.org/10.1080/10686967.2017.12088377

Boateng, S. L. (2019). Online relationship marketing and customer loyalty: a signaling theory perspective. International Journal of Bank Marketing, 37(1), 226-240. https://doi.org/10.1108/IJBM-01-2018-0009

Borisavljević, K., & Radosavljević, G. (2021). Application of logistics model in analysing relationship marketing in travel agencies. Zbornik radova Ekonomskog fakulteta u Rijeci /Proceedings of Rijeka Faculty of Economics, 39(1), 87-112.https://doi.org/10.18045/zbefri.2021.1.87

Bowden, J., Dagger, T., & Elliott, G. (2015). Earning customer loyalty: the role of satisfaction, trust, delight, commitment and involvement. In Developments in Marketing Science:Proceedings of the Academy of Marketing Science (pp. 362). Springer Nature.https://doi.org/10.1007/978-3-319-18687-0_137

Cano, L., Castro, D., & Vicente-Ramos, W. (2021). Relationship marketing in customer loyalty of commercial galleries in times of covid-19. Business: Theory and Practice, 22(2), 426-435. https://doi.org/10.3846/btp.2021.14486

Chai, J. C. Y., & Podoshen, J. S. (2015). Guanxi meets western banking systems: trust, bonding, and commitment in the context of consumer acculturation. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 135). Springer Nature.https://doi.org/10.1007/978-3-319-10873-5_68

Chang, C. C., & Hung, J. S. (2018). The effects of service recovery and relational selling behavior on trust, satisfaction, and loyalty. International Journal of Bank Marketing, 36(7), 1437-1454. https://doi.org/10.1108/IJBM-07-2017-0160

Chi, C. G. Q., Wen, B., & Ouyang, Z. (2020). Developing relationship quality in economy hotels: the role of perceived justice, service quality, and commercial friendship. Journal of Hospitality Marketing and Management, 29(8), 1027-1051.https://doi.org/10.1080/19368623.2020.1748158

Coelho, P. S., & Henseler, J. (2012). Creating customer loyalty through service customization. European Journal of Marketing, 46(3-4), 331-356.https://doi.org/10.1108/03090561211202503

Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of management, 37(1), 39-67. DOI: 10.1177/0149206310388419

De Leaniz, P. M. G., & Del Bosque Rodríguez, I. R. (2016). Corporate Image and Reputation as Drivers of Customer Loyalty. Corporate Reputation Review, 19(2), 166-178.https://doi.org/10.1057/crr.2016.2

Debnath, R., Datta, B., & Mukhopadhyay, S. (2016). Customer relationship management theory and research in the new millennium: directions for future research. Journal of Relationship Marketing, 15(4), 299-325. https://doi.org/10.1080/15332667.2016.1209053

Denyer, D., & Tranfield, D. (2009). Producing a systematic review. In D. Buchanan & A. Bryman (Eds.), The Sage Handbook of Organizational Research Methods (pp. 671–689). SAGE Publications.

Dewani, P. P., & Sinha, P. K. (2012). Gratitude: An emotional approach in business relationship. Research Journal of Business Management, 6(1), 1-11. https://doi.org/10.3923/rjbm.2012.1.11

Dewi, M. L., & Ronny, R. (2023). The effect of theory of planned behavior and customer relationship marketing on mutual fund investment intentions. Jemasi: Jurnal Ekonomi Manajemen dan Akuntansi, 19(1), 87-102. https://doi.org/10.35449/jemasi.v19i1.653

Dornas, K. B. H., de Mesquita, J. M. C., & do Patrocínio, R. F. (2015). The relationship between trust, value and loyalty in the internet era: a study in the tourism market. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp.103-112). Springer Nature. https://doi.org/10.1007/978-3-319-10951-0_39

Duggal, E., & Verma, H. V. (2017). Relationship quality: What it means in Indian retail context? International Journal of Asian Business and Information Management, 8(3), 14-35. https://doi.org/10.4018/IJABIM.2017070102

Dunham, B. (2011). The role for signaling theory and receiver psychology in marketing. Evolutionary psychology in the business sciences, 225-256. https://doi.org/10.1007/978-3-540-92784-6_9

Erwee, C. (2015). An investigation of the customer retention activities strategies of food- and clothing retailers in the Bloemfontein Area, South Africa. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 172-176). Springer Nature. https://doi.org/10.1007/978-3-319-11848-2_61

Fu, X., & Pang, J. (2022). Effect of e-referral incentive programs on referrer loyalty on social platforms. Service Industries Journal, 42(15-16), 1234-1255.https://doi.org/10.1080/02642069.2018.1505872

Gaur, S. S., Kingshott, R. P. J., & Sharma, P. (2019). Managing customer relationships in emerging markets: Focal roles of relationship comfort and relationship proneness. Journal of Service Theory and Practice, 29(5-6), 592-609. https://doi.org/10.1108/JSTP-12-2018-0295

Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality – relationship quality – customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744-776. https://doi.org/10.1108/JSTP-11-2013-0263

Giri, A., & Pandey, M. (2016). Relationship marketing as an effective promotional tool of yoga marketing in the urban Indian market: An empirical study. Indian Journal of Marketing,46(5), 42-54. https://doi.org/10.17010/ijom/2016/v46/i5/92488

Gray, G. T., & Wert-Gray, S. (2012). Customer retention in sports organization marketing: Examining the impact of team identification and satisfaction with team performance. International Journal of Consumer Studies, 36(3), 275-281.https://doi.org/10.1111/j.1470-6431.2011.00999.x

Gremler, D. D., Van Vaerenbergh, Y., Brüggen, E. C., & Gwinner, K. P. (2020). Understanding and managing customer relational benefits in services: a meta-analysis. Journal of the Academy of Marketing Science, 48(3), 565-583. https://doi.org/10.1007/s11747-019-00701-6

Gupta, A., & Sahu, G. P. (2015). Exploring relationship marketing dimensions and their effect on customer loyalty-a study of Indian mobile telecom market. International Journal of Business Innovation and Research, 9(4), 375-395.https://doi.org/10.1504/IJBIR.2015.070176

Haddaway, N. R., Page, M. J., Pritchard, C. C., & McGuinness, L. A. (2022). PRISMA2020: An R package and Shiny app for producing PRISMA 2020-compliant flow diagrams, with interactivity for optimised digital transparency and Open Synthesis. Campbell Systematic Reviews, 18(2), e1230. https://doi.org/10.1002/cl2.1230

Haumann, T., Quaiser, B., Wieseke, J., & Rese, M. (2014). Footprints in the sands of time: Acomparative analysis of the effectiveness of customer satisfaction and customer-company identification over time. Journal of Marketing, 78(6), 78-102.https://doi.org/10.1509/jm.13.0509

Herrada-Lores, S., Iniesta-Bonillo, M. Á., & Estrella-Ramón, A. (2022). Weaknesses and strengths of online marketing websites. Spanish Journal of Marketing-ESIC, 26(2), 189-209.

Hidayat, A., Zalzalah, G. G., & Ekasasi, S. R. (2016). The role of relationship marketing on customer loyalty toward Indonesian fast-food restaurant. Pertanika Journal of Social Sciences and Humanities.

Hidayat, A., Zalzalah, G. G., & Saifullah, M. (2015). The role of age as moderating variable on the effect of relationship marketing toward customer loyalty influence. International Journal of Applied Business and Economic Research, 13(4), 1711-1720.

Irving, K., & Mathews, B. P. (2015). Organizational size and the implementation of relationship marketing in the retail context. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 159-162). Springer Nature.https://doi.org/10.1007/978-3-319-17356-6_48

Issock Issock, P. B., Roberts-Lombard, M., & Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption. Journal of Social Marketing, 10(2), 265-286. https://doi.org/10.1108/JSOCM-05-2019-0071

Izogo, E. E. (2016). Should relationship quality be measured as a disaggregated or a composite construct? Management Research Review, 39(1), 115-131. https://doi.org/10.1108/MRR-10-2014-0232

Jain, N., Ahuja, V., & Medury, Y. (2013). Websites and internet marketing: developing a model for measuring a website’s contribution to the brand. International Journal of Online Marketing (IJOM), 3(1), 14-30.

Jones, T., & Taylor, S. F. (2012). Service loyalty: Accounting for social capital. Journal of Services Marketing, 26(1), 60-74. https://doi.org/10.1108/08876041211199733

Khan, R. U., Salamzadeh, Y., Iqbal, Q., & Yang, S. (2022). The impact of customer relationship management and company reputation on customer loyalty: The mediating role of customer satisfaction. Journal of Relationship Marketing, 21(1), 1-26. https://doi.org/10.1080/15332667.2020.1840904

Khoa, B. T. (2020). The antecedents of relationship marketing and customer loyalty: A case of the designed fashion product. Journal of Asian Finance, Economics and Business, 7(2), 195-204. DOI:10.13106/jafeb.2020.vol7.no2.195

Kim, J., & Kim, J. E. (2014). Making customer engagement fun: Customer-sales person interaction in luxury fashion retailing. Journal of Fashion Marketing and Management,18(2), 133-144. https://doi.org/10.1108/JFMM-04-2013-0050

Kleiner, J. D. (2015). Discussion Leader Comments. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 66-70). Springer Nature.https://doi.org/10.1007/978-3-319-13078-1_28

Kwiatek, P., Morgan, Z., & Thanasi-Boçe, M. (2020). The role of relationship quality and loyalty programs in building customer loyalty. Journal of Business & Industrial Marketing, 35(11), 1645-1657. http://dx.doi.org/10.1108/JBIM-02-2019-0093

Kwiatek, P., Morgan, Z., & Thanasi-Boçe, M. (2020). The role of relationship quality and loyalty programs in building customer loyalty. Journal of Business and Industrial Marketing,35(11), 1645-1657. https://doi.org/10.1108/JBIM-02-2019-0093

Laran, J., & Tsiros, M. (2013). An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts. Journal of Marketing, 77(2), 112-123.

Larsson, A., & Viitaoja, Y. (2017). Building customer loyalty in digital banking: A study of bank staff's perspectives on the challenges of digital CRM and loyalty. International Journal of

Bank Marketing, 35(6), 858-877. https://doi.org/10.1108/IJBM-08-2016-0112

Lee, K. H., Ou, C. Q., & Choi, C. I. (2021). Relational benefits, alternative attractiveness and customer loyalty: implication for service distribution channels. Journal of Distribution Science, 19(1), 5-15. https://doi.org/10.15722/jds.19.1.202101.5

Lee, L. W. Y., Tang, Y., Yip, L. S. C., & Sharma, P. (2018). Managing customer relationships in the emerging markets – guanxi as a driver of Chinese customer loyalty. Journal of Business Research, 86, 356-365. https://doi.org/10.1016/j.jbusres.2017.07.017

Li, Y. W., Liang, T. P., & Wei, K. K. (2013). How can personalized online services affect customer loyalty: The relationship building perspective. Proceedings - 2013 5th International Conference on Service Science and Innovation, ICSSI 2013 C7 - 6599367.

Lisjak, M., Bonezzi, A., & Rucker, D. D. (2021). How marketing perks influence word of mouth. Journal of Marketing, 85(5), 128-144.

Liu, M. T., Wong, I. A., Rongwei, C., & Tseng, T. H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of ContemporaryHospitality Management, 26(7), 1024-1045. https://doi.org/10.1108/IJCHM-05-2013-0222

Lu, L., Gregory, G. D., Ngo, L. V., & Bagozzi, R. P. (2021). Managing customer uncertainty in making service offshoring decisions. Journal of Service Research, 24(4), 500-519. https://doi.org/10.1177/1094670521992130

Malik, K., Vardhan, H., & Singh, V. P. (2019). Evaluating the affect of harmony between consumer psyche and brand on customer loyalty in the insurance sector. Quality - Access to Success,20(168), 48-53.

Marchand, A., Paul, M., Hennig-Thurau, T., & Puchner, G. (2017). How gifts influence relationships with service customers and financial outcomes for firms. Journal of ServiceResearch, 20(2), 105-119. https://doi.org/10.1177/1094670516682091

Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45, 135-155. https://doi.org/10.1007/s11747-016-0495-4

Meshram, K., & O'Cass, A. (2013). Empowering senior citizens via third places: Research driven model development of seniors' empowerment and social engagement in social places. Journal of Services Marketing, 27(2), 141-154. https://doi.org/10.1108/08876041311309261

Moher, D., Liberati, A., Tetzlaff, J., Altman, D. G., & Prisma Group. (2009). Preferred reporting items for systematic reviews and meta-analyses: the PRISMA statement. PLoS Medicine, 6(7), e1000097. DOI: 10.1371/journal.pmed.1000097

Monferrer, D., Moliner, M. A., & Estrada, M. (2019). Increasing customer loyalty through customer engagement in the retail banking industry. Spanish Journal of Marketing - ESIC, 23(3),461-484. https://doi.org/10.1108/SJME-07-2019-0042

Narteh, B., Agbemabiese, G. C., Kodua, P., & Braimah, M. (2013). Relationship marketing and customer loyalty: Evidence from the Ghanaian luxury hotel industry. Journal of Hospitality Marketing and Management, 22(4), 407-436.https://doi.org/10.1080/19368623.2012.660564

Oumar, T. K., Mang’Unyi, E. E., Govender, K. K., & Rajkaran, S. (2017). Exploring the e-CRM – e-customer- e-loyalty nexus: A kenyan commercial bank case study. Management andMarketing, 12(4), 674-696. https://doi.org/10.1515/mmcks-2017-0039

Ozuem, W., & Willis, M. (2022). Digital Marketing Strategies for Value Co-creation: Models and Approaches for Online Brand Communities. Springer International Publishing. https://doi.org/10.1007/978-3-030-94444-5

Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I.,

Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, n71. https://doi.org/10.1136/bmj.n71

Paparoidamis, N. G., Katsikeas, C. S., & Chumpitaz, R. (2019). The role of supplier performance in building customer trust and loyalty: A cross-country examination. Industrial Marketing Management, 78, 183-197. https://doi.org/10.1016/j.indmarman.2017.02.005

Parahoo, S. K. (2013). Role of involvement and commitment in sustaining firm-customer relationships: An empirical investigation. International Journal of Procurement Management, 6(4), 407-423. https://doi.org/10.1504/IJPM.2013.054751

Park, J., Chung, T. L., Gunn, F., & Rutherford, B. (2015). The role of listening in e-contact center customer relationship management. Journal of services marketing, 29(1), 49-58.

Paul, R., & Purkayastha, D. (2013). Customer retention at Hyundai Motor India Ltd. Emerald Emerging Markets Case Studies, 3(3), 1-12. https://doi.org/10.1108/EEMCS-06-2013-0078

Putra, I. W. J. A., & Putri, D. P. (2019). The Mediating Role of Relationship Marketing between Service Quality and Customer Loyalty. Journal of Relationship Marketing, 18(3), 233-245.https://doi.org/10.1080/15332667.2019.1589246

Quach, S., Thaichon, P., Roberts, R. E., & Weaven, S. (2021). Loyalty layers, expectations and the role of knowledge. Marketing Intelligence and Planning, 39(3), 377-393.https://doi.org/10.1108/MIP-09-2019-0489

Rădulescu, D. M., & Rădulescu, V. (2015). Creating value for the consumer, grounds of customer relationship management in services. Quality - Access to Success, 16, 212-216.

Rahman, M. A., & Kamarulzaman, Y. (2016). Predictors of customer loyalty in the Malaysian hotels’ outsourcing relationships. International Review of Management and Marketing,6(8Special Issue), 205-211.

Rather, R. A. (2019). Consequences of Consumer Engagement in Service Marketing: An Empirical Exploration. Journal of Global Marketing, 32(2), 116-135.https://doi.org/10.1080/08911762.2018.1454995

Rizan, M., Warokka, A., & Listyawati, D. (2013). Relationship marketing and customer loyalty: Do customer satisfaction and customer trust really serve as intervening variables? Vision2020: Innovation, Development Sustainability, and Economic Growth - Proceedings of the21st International Business Information Management Association Conference, IBIMA 2013.

Roberts-Lombard, M., Nemadzhilili, F. H., Coelho, G. S. M. Q., & Mangope, O. S. (2022). Investigating the antecedents and outcome of commitment in a business-to-consumer service environment. Acta Commercii, 22(1 C7 - a1028).https://doi.org/10.4102/ac.v22i1.1028

Rosário, A., & Casaca, J. A. (2023). Relationship Marketing and Customer Retention—A Systematic Literature Review. Studies in Business and Economics, 18(3), 44–66. https://doi.org/10.2478/sbe-2023-0044

Ruben, C. C., Paparoidamis, N. G., & Chung, C. (2015). The Impact of Service Quality, Relationship Satisfaction, Trust and Commitment on Loyalty: An Empirical Investigation in a Business-to-Business Services Context. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 91). Springer Nature. https://doi.org/10.1007/978-3-319-11761-4_40

Sahiti, A., Aliu, M., & Aliu, K. (2020). Factors affecting choice of commercial banks in Kosovo. Academy of Accounting and Financial Studies Journal, 24(1).

Saleem, M. A., Zahra, S., Ahmad, R., & Ismail, H. (2016). Predictors of customer loyalty in the Pakistani banking industry: a moderated-mediation study. International Journal of Bank Marketing, 34(3), 411-430. https://doi.org/10.1108/IJBM-12-2014-0172

Saraswati, A. K., Syed, A. A., & Singh, S. (2018). Epistemology of relationship marketing strategies: An instance from online travel industry. International Journal of Customer Relationship Marketing and Management, 9(3), 1-12.https://doi.org/10.4018/IJCRMM.2018070101

Sarwari, S. (2018). Relationship marketing model: The effect of emotion on relationship between hoteliers and customers of five-star hotels in Bangladesh. International Journal of Customer Relationship Marketing and Management, 9(2), 16-32. https://doi.org/10.4018/IJCRMM.2018040102

Sayil, E. M., Akyol, A., & Golbasi Simsek, G. (2019). An integrative approach to relationship marketing, customer value, and customer outcomes in the retail banking industry: a customer-based perspective from Turkey. Service Industries Journal, 39(5-6), 420-461.https://doi.org/10.1080/02642069.2018.1516755

Shin, Y., & Thai, V. V. (2015). The impact of corporate social responsibility on customer satisfaction, relationship maintenance and loyalty in the shipping industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392.https://doi.org/10.1002/csr.1352

Stein, A., & Ramaseshan, B. (2016). Does the age of relationship matter in customer referral behavior? In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 839-842). Springer Nature. https://doi.org/10.1007/978-3-319-24184-5_203

Sukhu, A., Seo, S., Scharff, R., & Kidwell, B. (2018). Emotional intelligence in transcendent customer experiences. Journal of Consumer Marketing, 35(7), 709-720.https://doi.org/10.1108/JCM-06-2017-2242

Sun, Y., Garrett, T. C., Phau, I., & Zheng, B. (2020). Case-based models of customer-perceived sustainable marketing and its effect on perceived customer equity. Journal of Business Research, 117, 615-622. https://doi.org/10.1016/j.jbusres.2018.09.007

Swani, K., Milne, G. R., & Slepchuk, A. N. (2021). Revisiting trust and privacy concern in consumers’ perceptions of marketing information management practices: Replication and extension. Journal of Interactive Marketing, 56(1), 137-158. https://doi.org/10.1016/j.intmar.2021.03.001

Taoketao, E., Feng, T., Song, Y., & Nie, Y. (2018). Does sustainability marketing strategy achieve payback profits? A signaling theory perspective. Corporate Social Responsibility and Environmental Management, 25(6), 1039-1049.

Trunfio, M., & Rossi, S. (2022). Advances in Metaverse Investigation: Streams of Research and Future Agenda. Virtual Worlds, 1(2), 103–129. https://doi.org/10.3390/virtualworlds1020007

van der Aa, Z., Bloemer, J., & Henseler, J. (2015). Using customer contact centers as relationship marketing instruments. Service Business, 9(2), 185-208. https://doi.org/10.1007/s11628-013-0223-9

van Eck, N. J., & Waltman, L. (2010). Software survey: VOSviewer, a computer program for bibliometric mapping. Scientometrics, 84(2), 523–538. https://doi.org/10.1007/s11192-009-0146-3

Wang, M., Bian, Y., Deng, J., Sheng, H., & Tao, J. (2016). Impact of marketing channel caused by relationship marketing of online social network. International Journal of Services, Technology and Management, 22(6), 348-364. https://doi.org/10.1504/IJSTM.2016.079987

Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building, measuring, and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43(6), 790-825. https://doi.org/10.1007/s11747-015-0439-4

Wolter, J. S., Bock, D. E., Hopkins, C. D., & Giebelhausen, M. (2022). Not the relationship type? Loyalty propensity as a reason to maintain marketing relationships. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00847-w

Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services, 64, 102826. https://doi.org/10.1016/j.jretconser.2021.102826

Yang, S., Song, Y., Chen, S., & Xia, X. (2017). Why are customers loyal in sharing-economy services? A relational benefits perspective. Journal of Services Marketing, 31(1), 48-62. https://doi.org/10.1108/JSM-01-2016-0042

Yen, C. H., Liu, L. L., Chen, C. Y., & Lee, T. Y. (2015). Customer relational benefits and relationship-marketing outcomes: comparing three transaction types of travel product. Asia Pacific Journal of Tourism Research, 20(2), 171-190. https://doi.org/10.1080/10941665.2013.877042

Yi, Y., Jeon, H., & Choi, B. (2013). Segregation vs aggregation in the loyalty program: The role of perceived uncertainty. European Journal of Marketing, 47(8), 1238-1255.https://doi.org/10.1108/03090561311324309

Yoo, M., & Bai, B. (2013). Customer loyalty marketing research: A comparative approach between hospitality and business journals. International Journal of Hospitality Management, 33(1), 166-177. https://doi.org/10.1016/j.ijhm.2012.07.009

Yu, T. W., & Tung, F. C. (2013). Investigating effects of relationship marketing types in life insurers in Taiwan. Managing Service Quality, 23(2), 111-130. https://doi.org/10.1108/09604521311303408

Yulisetiarini, D., & Susanto, A. B. (2018). Relationship marketing: Satisfaction and loyalty on expedition customers in Indonesia. International Journal of Business and Management Science, 8(3), 567-575.

Zhang, D., Zhang, F., Liu, S., & Du, H. S. (2019). Impact of referral reward program on innovative customers’ follow-up e-referral: The moderating role of creative self-efficacy. Information Technology & People, 32(3), 559-578. https://doi.org/10.1108/ITP-06-2017-0188


Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Albérico Rosário, Albérico Rosário, Joaquim Casaca

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


Indexing:

WEB OF SCIENCE (WoS) & JOURNAL CITATION REPORTS (JCR)

WOS-Journal.info

QUALIS - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS 

Crossref logo