The Nature of Marketing Relationships: Perspectives from Providers and Clients

Over the past 2 decades, relationship marketing has become and increasingly important focus for research activity. However, practical knowledge of the nature and benefits of long-term relationships remains ambiguous with evidence of different findings from different sides of the dyad. This paper reports on the results of an exploratory study of hotels and their corporate clients, using data from both sides of the dyad to understand the ways in which relationships are structured and managed and the implications for relationship quality.