The External Contingency and Internal Characteristic of Relationship Marketing

Exchange is a social as well as economic means that the consumer utilises to secure or manage his/her surroundings. Facilitating exchange is matter of managing relations among the market of networks. This study is a first attempt to pursuing a structural explanation of relationship marketing through a conceptualisation grounded on a higher level metaphor, theorised from derived abstraction and tested on empirical definition. The research findings advance our understanding of the internal characteristics and the external contingency of relationship marketing.