Successful exchange relationships between organizations and their various partners in those exchanges – suppliers, customers, employees, or a wide variety of other types of exchange partners – have become critical to the overall success of organizations in an economy that is increasingly global, hypercompetitive, and evolutionary.

Contents: 1. The Future Evolution of Relationship Marketing Jagdish N. Sheth 2. Relationship Marketing: Berry’s Insights from the Past and for the Future Janet Turner Parish, Sandi Lampo and Kristin Landua 3. Relationship Benefits Research: A Synthesis Dwayne D. Gremler and Kevin P. Gwinner 4. Advances in Customer Value Management Peter C. Verhoef and Katherine N. Lemon 5. Relationship Marketing Tools: Understanding the Value of Loyalty Programs Russell Lacey 6. Service Failure and Recovery: Implications for Relationship Marketing Betsy Bugg Holloway and Sijun Wang 7. From Theory to Bedside and Back: Relationship Marketing and Medical Care Michael J. Howley, Jr. 8. Self-Service Technologies: Building Relationships with Indian Consumers Rajan Saxena, Mona Sinha and Hufrish Majra 9. Taxonomy of Hotel Loyalty Program Members: Examining Differences in Service Quality Perceptions George Deitz and John D. Hansen 10. NASCAR: Driving Relationship Equity Through the Sponsorship Supply Chain Susan Cadwallader, Tom Boyd and Aaron Thomas 11. Aligning Service-Dominant Logic and the Relationship Marketing View of the Customer Thomas W. Gruen 12. Gratitude in Relationship Marketing Randle D. Raggio, Anna Green Walz, Mousumi Bose and Judith Anne Garretson Folse 13. Anti-Relationship Marketing: Understanding Relationship-Destroying Behaviors Stephen A. Samaha and Robert W. Palmatier 14. From Relationship Marketing to Many-to-Many Marketing Evert Gummesson Index