英语翻译在线翻译是好用,还是希望有个人能耐心调一下语法,决不吝啬!Introduction Relationship m

英语翻译
在线翻译是好用,还是希望有个人能耐心调一下语法,决不吝啬!
Introduction
Relationship marketing (RM) is heralded by some as the new paradigm of
marketing (see,for example,Coviello et al.,1998; Brodie et al.,1997 and
Coviello et al.,1996).The recent rush of publications in the area may give
rise to the impression that RM can be applied in any context,yet there is little
empirical evidence to support this.Sheth and Parvatiyar (1995) suggest that
``much of the current literature considers relationship marketing,especially
in consumer markets,to be a completely new phenomenon''.
The origins of much of the theory draw from buyer-supplier research (see,
for example,Wilson,1995; Lamming,1992; Dwyer et al.,1987) and have
been developed in a business to business context (see,for example,Wilson,
1995; Hunt and Morgan,1994).Nevertheless,Arndt (1979),contends:``Both
business marketing and consumer marketing benefit from attention to
conditions that foster relational bonds leading to reliable repeat business''.
Berry (1983) used the service context for his seminal work on the topic,but
this contribution was conceptual rather than empirical.
While much work has been focused on generic issues,little concentrates on
areas that are influenced by the nature of the industry or transaction
concerned.Christy et al.(1996,p.185) maintain ``individual product-
markets will exhibit different levels of `relationship-friendliness''.
Some organisations may not be able to practice a comprehensive RM
approach by the very nature of the business.Hunt and Morgan (1994) put
forward the dimensions of commitment and trust as being the fundamental
underpinnings to the relationship,but these need to be two-way,a stance
reconfirmed by Kalafatis and Miller (1998).It is entirely feasible that the