RELATIONSHIP INVESTMENT IN RELATIONSHIP MARKETING RESEARCH: A BIBLIOGRAPHIC REVIEW

  • Zuraidah Zainol Universiti Pendidikan Sultan Idris
  • Norjaya Mohd Yasin National University of Malaysia
  • Nik M. Hazrul Nik Hashim National University of Malaysia
  • Nor Asiah Omar National University of Malaysia
Keywords: Content analysis, Relationship investment, Relationship marketing

Abstract

This study aims to identify the limitations of relationship investment research in relationship marketing domain. Based upon 53 relevant journal articles, the results of content analysis reveal limited studies on the integrated effect of customer and partner investments and the effect of relationship investment’s dimensions, particularly in customer-brand relationship domain. The findings stimulate and guide future research to explain the role of relationship investment in relationship marketing. This study is perhaps one of few attempts to identify and evaluate extant relationship marketing literatures on the role of relationship investment in a systematic and integrative manner.

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Published
2019-03-06
How to Cite
Zainol, Z., Mohd Yasin, N., Hazrul Nik Hashim, N. M., & Omar, N. A. (2019). RELATIONSHIP INVESTMENT IN RELATIONSHIP MARKETING RESEARCH: A BIBLIOGRAPHIC REVIEW. Journal of Contemporary Issues and Thought, 4, 20-45. Retrieved from https://ejournal.upsi.edu.my/index.php/JCIT/article/view/1004