Developing relationship equity in international markets

Gopalkrishnan R. Iyer, Arun Sharma, David Bejou

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


One fundamental premise driving relationship marketing theory and practice is that a firm's relationships with its customers enhances their satisfaction and loyalty to the firm and that such loyalty contributes to higher profitability for the firm. We label the outcome of relationship marketing strategies as relationship equity and using extant research from the U.S. and Europe, we suggest strategies for enhancing relationship equity in international markets. We suggest that relationship equity can be developed through both personal relationships and consistent processes and outcomes. We visit core assumptions of relationship equity in the context of international markets and advocate that relationship marketing strategy needs to be conceptualized and executed differently in different countries. We also offer specific implications for relationship marketing theory and practice in international markets.

Original languageEnglish (US)
Pages (from-to)3-20
Number of pages18
JournalJournal of Relationship Marketing
Issue number1
StatePublished - Apr 4 2006


  • CRM
  • Customer equity
  • International markets
  • Relationship equity
  • Relationship marketing

ASJC Scopus subject areas

  • Marketing


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