Relationship marketing readiness: theoretical background and measurement directions

Purpose - This paper aims to develop the foundation of a model for assessing relationship marketing readiness (RMR) and provide directions for such an assessment. Design/methodology/approach - Based on the promise theory and service logic, the importance of the customer-firm touchpoints and interactions to relationship marketing as an equivalent to the product variable in a conventional marketing approach is discussed. Then, a relationship marketing model and an RMR assessment model are developed. Findings - The paper suggests an RMR assessment model based on two variables, namely, whether management's focus is on the customers' or the firm's resources and processes and whether it is on the customers' or the firm's definition of quality. An indicative list of measurement factors is proposed. Originality/value - The paper emphasizes the need to broaden the scope of marketing and offers a novel measurement approach, which both in theory and practice helps the development of relationship marketing understanding.