A Stakeholderism Framework for Measuring Relationship Marketing

Citations Over TimeTop 20% of 1997 papers

Abstract

The importance of understanding and managing customer relationships underpins the emerging concept of relationship marketing. However, in this context the customer is often defined as being external to the organization. Service quality and service management identify customers as encompassing those who depend on the organization as well as those whom the organization depends upon. This is analogous to the construct of stakeholderism. Similarities between relationship marketing and stakeholderism are investigated, and a model for researching organizational stakeholder relationships is proposed The model can enhance a manager’s understanding and administering of organizational stakeholder relationships as part of an effective relationship marketing program.

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