Elements of Formation Governance and Evaluation Model of Relationship Marketing:

The elements constituting the formation, management and evaluation of relationship marketing


Principle:

A process of engaging in co-operative and collaborative relationships


Issues:

Egan 2001 and Palmer 1996 RM undesirable where:

Low risk situations

Dependency avoidance

Low likelihood of repurchase

Price sensitive markets

Formalised contracts


Applications:

To form, manage and evaluate relationship marketing


Source of Formation Governance and Evaluation Model of Relationship Marketing:

Parvatiyar and Sheth (1999)