Relationship marketing of services—growing interest, emerging perspectives

  title={Relationship marketing of services—growing interest, emerging perspectives},
  author={Leonard L. Berry},
  journal={Journal of the Academy of Marketing Science},
  • L. Berry
  • Published 1 September 1995
  • Business
  • Journal of the Academy of Marketing Science
Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here… 
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