earticle

영어

With the growth of network economy, the relational exchanges are common and are increasing in an unprecedented way. Especially, service industries like telecommunication business have undergone enormous environmental and managerial change. The purpose of this paper is to explore marketing productivity from the perspective of relationship marketing and to introduce RM-based marketing productivity and present future directions for it. We review the current research trend on relationship marketing and marketing productivity. Characteristics of telecommunications business are addressed and some telecommunication industry-specific issues are also discussed from the perspective of relationship marketing and marketing productivity. Case analysis of Korean and foreign telecommunication companies are also conducted. Through literature and case studies, the conclusion is drawn that the concept of marketing productivity for customer retention is as important as the concept of marketing productivity for customer acquisition and more proactive and customer-oriented approach should be taken for companies to get a competitive edge and long-term survival and growth. This attempt can shed light on the future development of conceptual framework and empirical researches on marketing productivity under the relationship-centric context. Finally, some theoretical and managerial implications on this subject are also discussed.