Review and Prospect of Relationship Marketing: A Citation Analysis

Abstract

ABSTRACT This paper examines the issue of relationship marketing (RM) in SSCI. Using citation analysis from the Web of Science, the study shows that 170 articles related to RM were published during 1999-2005 in the leading peer-review academic journals. Our findings support Grönroos (1999) view that RM research has a competitive advantage in the new era. Our citation analysis finds evidence that RM related papers increased in 2005 compared to 1999 and most articles were published in influential social science journals, with a higher impact factor. We also provide several implications in the discussion. Keywords: Relationship Marketing, Citation analysis