TY - JOUR
T1 - Relationship marketing strategy
T2 - An operant resource perspective
AU - Madhavaram, Sreedhar
AU - Granot, Elad
AU - Badrinarayanan, Vishag
N1 - Funding Information:
The research of R.M.A. Silva was partially supported by the Brazilian National Council for Scientific and Technological Development (CNPq), the Foundation for Support of Research of the State of Minas Gerais, Brazil (FAPEMIG), Co-ordena¸cão de Aperfei¸coamento de Pessoal de Ńıvel Superior, Brazil (CAPES), and Funda¸cão de Apoio ao Desenvolvimento da UFPE, Brazil (FADE).
PY - 2014/4
Y1 - 2014/4
N2 - Purpose: The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success. Design/methodology/approach: After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success. Findings: This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation. Originality/value: The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice.
AB - Purpose: The aim of this paper is to illustrate that the operant resource perspective of the service-dominant (S-D) logic can explicate how operant resources can influence relationship marketing (RM) strategy success. Design/methodology/approach: After a brief discussion of the operant resource perspective of the service-dominant (S-D) logic, the paper reviews relationship marketing literature to identify and explore specific operant resources that can influence relationship marketing success. Findings: This paper identifies several operant resources that have been empirically verified to have positive influence on relationship marketing success and several other operant resources that need further conceptual and empirical investigation. Originality/value: The operant resource perspective of relationship marketing strategy and the operant resources identified in this paper provide the foundation for theory development and managerial practice.
KW - Operant resources
KW - Relationship marketing
KW - Service dominant logic
UR - http://www.scopus.com/inward/record.url?scp=84899031930&partnerID=8YFLogxK
U2 - 10.1108/JBIM-02-2013-0049
DO - 10.1108/JBIM-02-2013-0049
M3 - Article
AN - SCOPUS:84899031930
VL - 29
SP - 275
EP - 283
JO - Journal of Business and Industrial Marketing
JF - Journal of Business and Industrial Marketing
SN - 0885-8624
IS - 4
ER -