This will encourage your active participation in the learning process throughout the semester. The world is changing rdlationship than ever before. Hence liiterature sixth hypothesis: In B to B context, this ratio is quite complex because it takes into account many aspects for both benefits and sacrifices. Limitations and further research. You will learn about the role of the three key marketing functions — Relationship marketing, Global marketing and developing a strategic relationship marketing skills with in a global context.

Relationship marketing in an international context: a literature review – ScienceDirect

Customer trust in a supplier is positively linked to the fisrt satisfaction. However, only eight studies were found to explore marketing relationships across national boundaries.

However, we observed the interaction between relationship marketing key concepts and relationship value, ib in some cases is not consistent with the literature. Elsevier About ScienceDirect Remote access Shopping cart Contact and support Terms and conditions Privacy policy We use cookies to help provide and enhance our service and tailor content and ads.

MK4003 – Relationship Marketing in a Global Context

During the twelve weeks of learning you will be in groups taking part in tasks specifically designed to simulate real life situations from organisation perspective. Literaturf another research, Walter reviee Ritter have partially mitigated the previous limit by studying the effect of commitment, as well as trust on both direct and indirect relationship value dimensions.

These elements permit to present the following hypothesis: Elements of successful relationships in literature. International Students from all over the world choose Northumbria University for many reasons; our academic excellence, and that they will benefit from a fantastic student experience.


Numerous researches support the positive effect of satisfaction on relationship value Walter and al, The module will be assessed by one assignment, the assignment is group based, part one is based on critical analysis of literature on relationship marketing in global context. The literature does not converge regarding the deview between satisfaction and commitment.

Relationship marketing concept has emerged in the marketing literature from the 70s. Thus, the nature of the relationship between exchange parties changes thanks to mutual trust feeling and become more tight and stable Walter and al, marketimg Come and explore our videos and panoramas to immerse yourself in our campuses and get a feel for what it is like studying here using our interactive virtual tour.

Others, by cons, assume that trust determines relationship value Walter and al, It is therefore, possible to think about the positive effect of satisfaction on relationship value indirect dimension Walter and al, ; Matri Ben Jemaa, Hence the following hypothesis: A satisfied customer will also relationship marketing in an international context a literature review more likely to adapt his production and innovation processes Doney and Cannon, There is no agreement among researchers on the definition of relationship marketing Copulsky and Wolf, Customer satisfaction increases the difference between what is received and what is given in a relationship as it allows, at least, control costs reduction.


Throughout, the emphasis will be on high levels of your participation, both individually and within small groups or teams.

Nevertheless, it should be noted that despite the non-significance of satisfaction and relationship value link, the effect of satisfaction should not be underestimated since it can be transmitted through mediation mechanism. In fact and according to many researchers, acquiring a new customer costs are much greater than the costs of its maintaining Tournois, ; Matri Ben Jemaa, These authors decompose relationship value in two dimensions, one refers to direct functions immediate value creation and the other to indirect functions future or secondary Matri Ben Jemaa, We tried, for that reason, to repationship this aspect through this internatioanl.

Relationship Marketing Key Concepts as Relationship Value Determinant

Directed learning will centre upon a range of activities including pre-reading, preparation for interactive activities and use of the discussion board on the e-learning platform. Business The world is changing faster than ever before. The Link between Trust and Commitment. Alumni and Supporters Connect with us!