Relationship approach to marketing in service contexts: The marketing and organizational behavior interface

Abstract

A relationship approach to marketing is described. Marketing in a service context, i.e., concerning both service firms and service operations of manufacturers, is considered especially. The traditional view of marketing as a function for specialists planning and executing a marketing mix may not be altogether true when services are concerned. Instead, marketing can be considered as revolving around relationships, some of which are like single transactions, narrow in scope and not involving much or any social relationship (e.g., marketing soap or breakfast cereals). Other relationships, on the other hand, are broader in scope and may involve even substantial social contacts and be continuous and enduring in nature (e.g., marketing financial or hospitality services). The nature of a relationship marketing strategy is explored. Two interfaces between marketing and organizational behavior, both as business functions and as academic disciplines, which follow from this approach to marketing are discussed, viz., the need for a service culture, and internal marketing. These areas represent a major challenge for marketing and organizational behavior, practitioners and academic alike, to remove traditional borderlines and work together.