Relationship Marketing Issues - Article Example

Due to recent international research on the issue of relationship marketing, establishes how it is unclear in adopting RM in different cultures (Schumann, 2009, pg, 6). The Hofstadter dimensions of culture can be used to analyze relationships across various studies, countries, and different continents (Samaha, 2014, pg, 83). For purposes of future theory, there is a need for four tenets that analyze the essence of cultural impact on relationship marketing.42, 378 relationships were used in 144 studies where the continents were six across 29 countries.

With the research, the method used in the first study the evidence showed in support of the tenets that there is the importance of a variety of different cultures where it always varies. This can be explained where individualism and collectivism had effects in 114%-169% that had an impact that was greater in RM than in other cultural situations (Theodosiou, 2013, pg 73). Masculinity to femininity did not affect RM. The second research method of analysis uses the country and regional level approach to establish RM effects when it comes to performance especially out of the United States.17%,15%,38%, and 55% of the RM was seen to be more effective in Brazil, russia, India, and China. This indicates that RM plays a primary role in most developing countries of BRIC (Sium, 2013, pg 524).

Cultural customization is required to establish and build customer relationships that are considered effective strategies. The model used predicts there is a 150% dependency that builds strong relationships, especially in russia than in other countries like the United States. Relationship investments were 58% less in russia and were less effective than in the USA. The second research method of the country-to-regional approach established that culture influences greatly relationship construction rather than relationship outcomes. In business, a manager may analyze the efficiency of relationship marketing from objective performance outcomes in the countries or regions and may place more focus on strategies of relationship building (Griffith, 2013, pg, 26).

There are country-specific estimates that can be used to deal guide country-specific strategy for RM by looking at the effectiveness of a variety of strategies for relationship building and dealing with customer relationships and its effectiveness when it comes to the performance of the seller (Aiello, 2014, pg 11). Managers can use such measures and estimates to know where to allocate resources that would aid in building profitable customer relationships.

The study outlines that masculinity and femininity do not affect relationship marketing but fails to outline why it does not affect this especially when it comes to customer relationship building. The study also outlines that the country-based approach deals with relationship construction rather than its outcomes. Some countries and regions focus more on outcomes when it comes to relationship marketing so that they can apply them in business, especially by managers.

Relationship marketing can apply in different countries and regions the culture is different where individualism and collectivism affect the RM differently. The study also established that masculinity and femininity do not affect RM in culture.