For dynamic relationship marketing theory: a reply to Rese

Purpose – The authors propose to reply to the comment by Mario Rese on the article “The explanatory foundations of relationship marketing theory.” Design/methodology/approach – This paper provides a critical analysis. Findings – The comment of Rese has misspecified the major problems facing those firms adopting relationship marketing‐based strategies. Practical implications – In order to find the answers as to why some relationship marketing efforts are successful and others are not, marketing managers must look at more than one research tradition. Originality/value – This paper clarifies the eight types of factors that influence relationship marketing‐based strategy success.