Handbook on Research in Relationship Marketing

Edited by Robert M. Morgan, University of Alabama, Janet Turner Parish, Texas A&M University and George Deitz, University of Memphis, US

• Contents:1. The Future Evolution of Relationship MarketingJagdish N. Sheth2. Relationship Marketing: Berry’s Insights from the Past and for the FutureJanet Turner Parish, Sandi Lampo and Kristin Landua3. Relationship Benefits Research: A SynthesisDwayne D. Gremler and Kevin P. Gwinner4. Advances in Customer Value ManagementPeter C. Verhoef and Katherine N. Lemon5. Relationship Marketing Tools: Understanding the Value of Loyalty ProgramsRussell Lacey6. Service Failure and Recovery: Implications for Relationship MarketingBetsy Bugg Holloway and Sijun Wang7. From Theory to Bedside and Back: Relationship Marketing and Medical CareMichael J. Howley, Jr.8. Self-Service Technologies: Building Relationships with Indian ConsumersRajan Saxena, Mona Sinha and Hufrish Majra9. Taxonomy of Hotel Loyalty Program Members: Examining Differences in Service Quality PerceptionsGeorge Deitz and John D. Hansen10. NASCAR: Driving Relationship Equity Through the Sponsorship Supply ChainSusan Cadwallader, Tom Boyd and Aaron Thomas11. Aligning Service-Dominant Logic and the Relationship Marketing View of the CustomerThomas W. Gruen12. Gratitude in Relationship MarketingRandle D. Raggio, Anna Green Walz, Mousumi Bose and Judith Anne Garretson Folse13. Anti-Relationship Marketing: Understanding Relationship-Destroying BehaviorsStephen A. Samaha and Robert W. Palmatier14. From Relationship Marketing to Many-to-Many MarketingEvert GummessonIndex