Developing relationship equity in international markets

Gopalkrishnan R. Iyer, Arun Sharma, David Bejou

Research output: Chapter in Book/Report/Conference proceedingChapter


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)
Title of host publicationCapturing Customer Equity
Subtitle of host publicationMoving from Products to Customers
PublisherTaylor and Francis Inc.
Number of pages18
ISBN (Electronic)9781315866291
ISBN (Print)0789033402, 9780789033406
StatePublished - Jun 11 2014


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

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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