K. De Wulf et G. Odekerken-schroder, A critical review of theories underlying relationship marketing in the context of explaining consumer relationships, J T S BEHAV, 31(1), 2001, pp. 73
Knowledge on relationship marketing, particularly as it applies to consumer
relationships, is still in its early stages of development. Relationship m
arketing approaches draw on different underlying theories, depart from diff
erent units of analysis, and often focus on issues at different levels of a
ggregation. A clearer understanding of the theoretical underpinnings of rel
ationship marketing would benefit its further theoretical development and g
uide empirical research. This article provides a description of the charact
eristics, strengths, and weaknesses of seven theories lying at the core of
relationship marketing. Based upon this description, we illustrate how the
theories can be used to determine the relative "relationship friendliness"
of a consumer exchange situation. This should enable researchers to assess
the added value of each theory to the particular consumer exchange situatio
n that they are investigating.