Exploring the role of relationship management and relationship quality in B2B: empirical insights and future research directions

Purpose In the past few decades, relationship management (RM) theory and RM strategies in business-to-business (B2B) contexts have evolved tremendously, driven by constant innovation. Hence, the purpose of this study is to understand the trends and evolution of RM and relationship quality (RQ) in B2...

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Bibliographic Details
Published in:The Journal of business & industrial marketing 2023-03, Vol.38 (5), p.1055-1086
Main Authors: Lasrado, Flevy, Thaichon, Park, Nyadzayo, Munyaradzi W.
Format: Article
Language:English
Subjects:
Brand loyalty
Business to business commerce
Digital technology
Evolution
Keywords
Literature reviews
Marketing
Trends
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