Write a twenty-five page literature review on relationship marketing utilizing the following subject: The Continuous Value of Relationship Marketing to Companies in the Service Industry.

The Continuous Value of Relationship Marketing to Companies in the Service Industry.

Description

Directions

1. Write a twenty-five page literature review on relationship marketing utilizing the following subject: The Continuous Value of Relationship Marketing to Companies in the Service Industry.

2. Utilize a minimum off 25 scholarly peer reviewed articles preferably within the past 5 years.

3. The font size is to be Times New Romans 12 – double spaced

4. The literature review is to utilize the APA 7th edition for reference citation and reference page.

5. Utilize the following flow and organization for the literature review

I. Abstract and Keywords

Argument: Current research shows that relationship marketing is increasingly more critical to the success of service organizations.

II. Introduction

A. Evolving definitions of relationship marketing

B. Definition utilized in the framework of this review

III. Literature review (synthesis of literature)

IV. Methods (Be specific about the type of literature review and

methods used for the literature review- quantitative, qualitative, or mixed etc.)

V. Results and Discussion (analysis of literature and novel findings e.g., themes, trends)

A. The importance of relationships and the relationship development process

1. Awareness

2. Exploration

3. Expansion

4. Maintenance

5. Dissolution

B. Critical components of a relationship marketing strategy

1. Customer retention

2. Commitment

3. Conflict handling

4. Trust

5. Gratitude

C. Relationship marketing tactics

1. Rewarding

2. Communication

3. Preferential treatment

4. Personalization

D. Customers’ general attitudes toward relationship marketing

1. Emotional connection

2. Utilitarian connection

3. Suspicious and oppositional connection

E. Dimensions of customers’ attitudes toward relationship marketing

1. The one-dimensional dynamic

2. The lay-rationalism dynamic

3. The value-consciousness dynamic

VI. Conclusion (include ideas for future research such as extensions of prior research or research gaps that you identified)

VII. Reference

Note attachment for some Potential references

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