From transaction to relationship marketing: an investigation of managerial perceptions and practices

Abstract

Advocates of relationship marketing argue that its fundamental axioms explain marketing practice better thandothose of the transactional approach. Five propositions about relationship marketing, which are based on a critique of the 'cornerstones' of the transactional approach, have been developed by Gronroos(1996). Gronroos also offers a sixth proposition regarding the label used to describe marketing activities. This paper investigates how managers perceive the importance of these six propositions and the extent to which the propositions are supported in practice. In addition, ideas for new propositions are generated. To accomplish this, a cross-national study of 145 New Zealand and Canadian firms was conducted using amethod that combines participant observer cases, group decision support system data and a survey. Based on the research findings, a number of conclusions are drawn for managers and future research.