A new relationship marketing model and its application in the affinity credit card market
- 1 February 1998
- journal article
- Published by Emerald in International Journal of Bank Marketing
- Vol. 16 (1), 39-44
- https://doi.org/10.1108/02652329810197870
Abstract
To enable research to be conducted into the validity of the relationship marketing paradigm, a model has been developed which allows researchers to test the characteristics of the relationship at any point in time. This model is rooted in the biological sciences and is based around the concept of symbiosis. It has been adapted to offer a five part classification of relationships and used during an on‐going research programme into affinity credit card relationships. The results of the research indicate that the majority of the “relationship managers” employed by a sample of charities with affinity credit cards, perceive their relationship with their credit card issuer to be of equal benefit to both organisations, and thus fit the classification of the model. From the comments of the relationship managers in the research interviews there is, however, also evidence of some degrees of some of the other classifications in the proposed model of relationships.Keywords
This publication has 15 references indexed in Scilit:
- Value‐driven relational marketing: From products to resources and competenciesJournal of Marketing Management, 1997
- Affinity credit card issuers and their relationship with their alumni affinity group partnersInternational Journal of Bank Marketing, 1997
- Relationship marketing: The case of the university alumni affinity credit cardJournal of Marketing Management, 1996
- Strategy formulation in declining industries: A biology paradigmJournal of Marketing Management, 1995
- Making Relationship Marketing OperationalInternational Journal of Service Industry Management, 1994
- Close to the customer: But is it really a relationship?Journal of Marketing Management, 1994
- Quo Vadis, marketing? Toward a relationship marketing paradigmJournal of Marketing Management, 1994
- Charity affinity credit cards—marketing synergy for both card issuers and charities?Journal of Marketing Management, 1993
- Relationship Marketing and Commercial Banking: A Critical AnalysisInternational Journal of Bank Marketing, 1992
- Affinity Credit Cards: Card Issuer Strategies and Affinity Group AspirationsInternational Journal of Bank Marketing, 1992