Essays on Relationship Marketing Public Deposited

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  • March 19, 2019
  • Khodakarami, Farnoosh
    • Affiliation: Kenan-Flagler Business School
  • Relationship marketing (RM) is defined as “all marketing activities directed towards establishing, developing, and maintaining successful relational exchanges” (Morgan and Hunt 1994, p. 22). Firms invest in RM activities to develop and maintain relationship with customers. Relationship marketing is not new to marketing literature. However, investigations report mixed results regarding the effectiveness of relationship marketing (Palmatier et al. 2006. Palmatier 2008). There is still need for research to guide managers on how to develop and maintain relationship with customers; which customers are better target for relationship marketing initiatives; how customer’s relationship with an organization evolve over time and when relationship marketing is more effective to enhance customer behavior. Specifically, research in relationship marketing is often studied within the frame of a single firm, due to data limitation. There has yet to be much research that sheds light on how customers build and maintain relationship with multiple firms in a competitive environment. In this dissertation, I aim to answer these questions with two studies. In the first study of this dissertation, in a non-profit context, I study the drivers of relationship over a customer (in this case a donor) relationship with an organization. I also examine how breadth of the relationship a donor builds with the non-profit affects donor’s behavior over time. In addition, I conduct a field study to examine whether marketing communications can help to increase the breadth of relationship donors build with the organization. In the second study of this dissertation, I focus on reward program, which is a widely used relationship marketing strategy across industries. I examine a customer’s usage of loyalty programs across competing firms, to see how a customer’s relationship with one firm and redeeming a reward at this firm impacts that customer’s future search and transaction behavior at the focal firm as well as with competing firms. I also investigate the impact of redeeming a reward on heavy users and light users to see if reward programs induce different responses from loyal customers vs. less engaged, infrequent customers.
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Rights statement
  • In Copyright
  • Kushwaha, Tarun
  • Venkatesan, Rajkumar
  • Gielens, Katrijn
  • Grewal, Rajdeep
  • Petersen, J. Andrew
  • Doctor of Philosophy
Degree granting institution
  • University of North Carolina at Chapel Hill Graduate School
Graduation year
  • 2016

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