Can Relationship Marketing Be Applied to All Service Businesses?

Executive Summary
This paper examines the applicability of relationship marketing to all service businesses. Throughout the literature, the definition of relationship marketing has been argued within two main perspectives. The first perspective is based on the relationship versus transactional approach to marketing and is found in the majority of the literature (Gronroos 1994; Palmer 1996; Payne 1994). The second perspective is the presumption that relationship marketing forms a part of target marketing. …