Relationship marketing effectiveness: The role of involvement

The term relationship marketing has been used to describe a wide range of marketing tactics. In this article, three dimensions that may be used to categorize these tactics are identified: personalization, individualization, and continuity. Research is presented demonstrating that the effectiveness of each type of tactic is influenced by buyer involvement in the product category, although the nature of this influence differs by country and gender. This suggests that managers contemplating relationship marketing programs should consider buyer involvement levels, and that researchers studying relationship marketing effectiveness should control for this variable. (C) 1998 John Wiley & Sons, Inc.