Purpose – This study investigates the synergetic impact of joint marketing collaboration between a bank and an affinity organisation on their affinity credit card holders' behaviours. Seeks to identify the sources of the influence of the alliance partners which induce changes in the attitude...

Although relationship quality is recognized as a central construct in the relationship marketing literature, relatively little attention has been paid to the issues of: the dimensions of relationship quality, and the directional relationship between relationship quality and related service...

The axiom that “the customer is always right” is no longer valid when companies realize that some of their customers are not right at all. Paying too much attention to these so‐called “wrong” customers may jeopardize a company's survival and profitability. Right customers have to be...