Theoretical Foundations of Relationship Marketing
Ghazy Al- Hamed1, Shaker Turki Amin2

1Dr. Ghazy Al- Hamed, College of Business Rabigh, Department of Health Services and Hospital, King Abdul Aziz University, Jeddah, KSA.
2Dr. Shaker Turki Amin, College of Business Rabigh, Department of Marketing, King Abdul Aziz University, Jeddah, KSA.

Manuscript received on 20 November 2014 | Revised Manuscript received on 30 November 2014 | Manuscript published on 30 November 2014 | PP: 47-52 | Volume-3 Issue-5, November 2014 | Retrieval Number: E1272113514/2014©BEIESP
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Abstract: This paper aims to explore the theoretical foundations of relationship marketing from the perspective of several authors-related disciplines, and to attempt a fresh perspective that seeks to integrate these contributions. Despite the recent popularity of research into relationship marketing, there is still some confusion surrounding the concept of and how it differs both from non relationship marketing and from other ways of managing marketing relationships. This confusion reflects, to some extent, the diverse origins of the concept and the scarcity of research into such fundamental questions as what is a relationship, and what forms of relationship are more or less suited under different circumstances to management through relationship marketing. Taking a broad approach to the subject, the paper explores and integrates these theoretical foundations. This article finds that an integrated account can be offered for the emergence of relationship marketing as a coherent area for research. Areas of marketing research with particular relevance to the development of research into relationship issues are: Internal marketing, Value creation rather than value distribution, Partnership and Strategic Alliances and interaction theory,. Future research into relationship marketing should focus on: the rationale, processes and structures involved in relationship marketing. The paper encompasses and integrates the diverse theoretical origins of relationship marketing and integrates the research traditions emerging from these origins as they relate to relationship marketing. The paper then considers the implications and priorities for the future development of research and theory in relationship marketing
Keyword: Relationship marketing; Internal marketing, Value creation rather than value distribution, Partnership and Strategic Alliances.

Scope of the Article: Marketing and Social Sciences