REMARKOR: Relationship Marketing Orientation on Local Government Performance

Research output: Contribution to journalArticlepeer-review


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 languageEnglish
Pages (from-to)97-130
Number of pages33
JournalJournal of Services Research
Issue number1
Publication statusPublished - Apr 2015

Bibliographical note

Unable to obtain publisher permission


  • Relationshiup Marketing
  • Local Government Performance
  • Services Management
  • Procurement

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