A generation has passed since the term relationship marketing was first defined, yet this concept remains illusive, fragmented, and dominated by isolated theoretical frameworks. As this paradigm moves uneasily into its second generation, it is now increasingly characterised by a polarization of...

One of the principle tenets of action learning is that it provides the potential to explore and solve complex organisational problems. The question of how best to develop a future business strategy is such a problem. Existing literature on strategy making presents a multi-faceted debate,...

The study of critical service incidents has been extensively investigated in service marketing, however, very little attention has been paid to the role that these incidents have in the building, development and maintenance of marketing relationships. This thesis sought to address the deficiency...