Relationship marketing focuses on the needs and wants of consumers, and consumer co-value creation. Studies in relationship marketing have however focused on private sector engagements, and with consistent findings that its practice is usually undertaken from a production, instead of value co-creation perspective. This paper reviews literature on relationship marketing, and teases potentials for relationship marketing in public sector organisations. It sum mates that relationship marketing would be appropriate for public sector organisations if metrics for its measurement are localized. Also, marketers should be strategic researchers who would employ various data collection methods, to promote adequate stakeholder representation.
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