REMARKOR:: Relationship Marketing Orientation on Local Government Performance

Alex Giles Gillett

REMARKOR: Relationship Marketing Orientation on Local Government Performance

The York Management School

Research output: Contribution to journal › Article › peer-review

Abstract

The study links the concepts of marketing orientation and relationship marketing
and in doing so refines and develops previous attempts to develop REMARKOR,
a model that can be used to measure the relationship marketing orientation of organisations.
The study is an empirical work using correlation analysis to explore
the relationship between relationship marketing variables and performance, in
the context of local government procurement. Analysis and testing of the model
involving 55 local authorities in the United Kingdom shows it to be a valid and
reliable instrument and that relationship marketing orientation can relate positively
to performance. It is concluded that relationship marketing is suitable
for local government procurement in the current political and social climate
and that the constructs and variables of REMARKOR provide a useful guide for
planning and managing procurement in this context.

Original language	English
Pages (from-to)	97-130
Number of pages	33
Journal	Journal of Services Research
Volume	15
Issue number	1
Publication status	Published - Apr 2015

Bibliographical note

Unable to obtain publisher permission

Keywords

Relationshiup Marketing
Local Government Performance
Services Management
Procurement

Access to Document

http://jsr-iimt.in/adsmin.asp?Details=285

Cite this

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title = "REMARKOR:: Relationship Marketing Orientation on Local Government Performance",

abstract = "The study links the concepts of marketing orientation and relationship marketingand in doing so refines and develops previous attempts to develop REMARKOR,a model that can be used to measure the relationship marketing orientation of organisations.The study is an empirical work using correlation analysis to explorethe relationship between relationship marketing variables and performance, inthe context of local government procurement. Analysis and testing of the modelinvolving 55 local authorities in the United Kingdom shows it to be a valid andreliable instrument and that relationship marketing orientation can relate positivelyto performance. It is concluded that relationship marketing is suitablefor local government procurement in the current political and social climateand that the constructs and variables of REMARKOR provide a useful guide forplanning and managing procurement in this context.",

keywords = "Relationshiup Marketing, Local Government Performance, Services Management, Procurement",

author = "Gillett, {Alex Giles}",

note = "Unable to obtain publisher permission",

year = "2015",

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language = "English",

volume = "15",

pages = "97--130",

journal = "Journal of Services Research",

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N1 - Unable to obtain publisher permission

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N2 - The study links the concepts of marketing orientation and relationship marketingand in doing so refines and develops previous attempts to develop REMARKOR,a model that can be used to measure the relationship marketing orientation of organisations.The study is an empirical work using correlation analysis to explorethe relationship between relationship marketing variables and performance, inthe context of local government procurement. Analysis and testing of the modelinvolving 55 local authorities in the United Kingdom shows it to be a valid andreliable instrument and that relationship marketing orientation can relate positivelyto performance. It is concluded that relationship marketing is suitablefor local government procurement in the current political and social climateand that the constructs and variables of REMARKOR provide a useful guide forplanning and managing procurement in this context.

AB - The study links the concepts of marketing orientation and relationship marketingand in doing so refines and develops previous attempts to develop REMARKOR,a model that can be used to measure the relationship marketing orientation of organisations.The study is an empirical work using correlation analysis to explorethe relationship between relationship marketing variables and performance, inthe context of local government procurement. Analysis and testing of the modelinvolving 55 local authorities in the United Kingdom shows it to be a valid andreliable instrument and that relationship marketing orientation can relate positivelyto performance. It is concluded that relationship marketing is suitablefor local government procurement in the current political and social climateand that the constructs and variables of REMARKOR provide a useful guide forplanning and managing procurement in this context.

KW - Relationshiup Marketing

KW - Local Government Performance

KW - Services Management

KW - Procurement

M3 - Article

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JO - Journal of Services Research

JF - Journal of Services Research

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ER -