Abstract
Abstract Relationship marketing is not a new phenomenon, but is now one of the most important topics in marketing academia and the business community. For marketing practitioners, greater benefits may arise by perceiving relationship marketing as an underlying philosophy of caring for customers. In the Academy, many scholars have suggested a new marketing paradigm based on relationship marketing. The rationale behind relationship marketing is to create, enhance, and maintain relationships with customers. Increasing and securing loyalty is central to many corporate strategies because obtaining new customer is costly and customer retention is connected to long-term profitability. Commitment is recognized as the key component in the relationship marketing paradigm and social exchange theory. The health care industry is one of the world's largest and fastest-growing industries. The modern health care sector is divided into many sub-sectors, and depends on interdisciplinary teams of trained professionals and p...
Published Version
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