Understanding the salience of cultural dimensions on relationship marketing, it’s underpinnings and aftermaths

The current work demonstrates how relationship marketing (RM) application in cultures of low power distance, collectivism, femininity, high uncertainty avoidance, and long‐term orientation, can bring about customer’s repeat purchase, customer retention and sustained loyalty via superior customer value delivery. The paper also shows the moderation and mediation effects of trust, equity, empathy, and commitment, which are the underpinnings of a relationship as well as important values in the above cultures. Theoretical and managerial implications are discussed.