Beyond service quality in search of relationship values

Notes relationship marketing’s need for an overarching theory, suggesting the use of a formal value construct to meet this need. Points out that a broad, generic theory of value is needed and suggests that humanistic philosophy provides such a theory. Looks at various factors such as the basic tenets of formal value and what lies beyond service quality research, suggesting an increased focus on relationships. Underlines the importance of value backgrounds in keeping transactions together as relationship entities.