관계마케팅의 특징 및 주요 구성개념에 관한 연구

In recent years, relationship marketing is one of the important research direction in marketing theory. The purpose of this study is to organize and analyze the characteristics of relationship marketing and major construct concepts of relationship marketing through prior research on relationship marketing and domestic and interna- tional case analysis, and to organize the theoretical framework for relationship marketing. For over 30 years, relationship marketing has been actively researched on theoretical models applications in academia and industry. Therefore, this study contains the results of content analysis for relationship marketing papers, which have been steadily studied since the 1990s. Through the research achievements of the academic world so far, the characteristic of relationship marketing were identified and the main construct concepts were analyzed. As a result, relationship marketing can be usefully utilized in most industry. Among them, it is especially use- ful in the service industry, where close interaction between companies and customers occurs. From a macro perspective, relationship marketing is highly utilized because it affects a wide range of influential markets, such as consumer markets, employee markets, supplier markets, international markets, and government and financial markets. Also, from a microscopic point of view, the nature of interactions with customers is change.