Sustaining Customer Relationships through Internal Relationship Marketing

Catherine Elizabeth Dodd

    Research output: Book chapter/Published conference paperConference paperpeer-review

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    Abstract

    Relationship marketing involves the creation and distribution of value through mutual cooperation and independence (Sheth 1994). Internal relationship marketing centres on the internal market of the organisation and proposes that an organisation will not be successful on the external market if it has not first taken care of its internal customers. The purpose of this paper is to consider the role of internal relationship marketing in sustaining customer relationships through the presentation of findings from one business services organisation.
    Original languageEnglish
    Title of host publication3Rs
    Subtitle of host publicationReputation, Responsibility & Relevance (ANZMAC 2007)
    EditorsMaree Thyne, Kenneth R Deans, Juergen Gnoth
    Place of PublicationDunedin, New Zealand
    PublisherUniversity of Otago
    Pages3366-3371
    Number of pages6
    ISBN (Electronic)9781877156299
    Publication statusPublished - 2007
    EventAustralian and New Zealand Marketing Academy Conference - University of Otago, Dunedin, New Zealand, New Zealand
    Duration: 03 Dec 200705 Dec 2007

    Conference

    ConferenceAustralian and New Zealand Marketing Academy Conference
    Country/TerritoryNew Zealand
    Period03/12/0705/12/07

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