Many firms expend their resources to build strong relationships with their customers (Johnson and Seines 2004), which help their performance through greater customers' repurchase and word-of-mouth (WOM) intentions (Maxham and Netemeyer 2002). However, practitioners are skeptical about the efficacy of relationship marketing (RM) endeavors (Colgate and Danaher 2000; Palmatier et al. 2006). The contradictory findings pertaining to the RM endeavors (Colgate and Danaher 2000; De Wulf et al. 2001; Morgan and Hunt 1994) are intriguing for both marketing theory and practice as these findings create a need to examine the relative role of both mediating factors and moderating contexts and create a mechanism by which managers can strengthen customer relationships through distinct relationship marketing strategies.
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机译：许多公司消耗了他们的资源，以建立与客户的强大关系（约翰逊和塞纳斯2004），这通过更大的客户回购和口碑（Maxham和Netemeyer 2002）帮助他们的表现。然而，从业者对关系营销（RM）的努力（COLGATE和DANANHER 2000; Palmatier等，2006）持怀疑态度。与RM努力（COLGATE和DANANHER 2000; DE WULF等人）有关的矛盾调查结果是营销理论和实践的兴趣，因为这些调查结果创造了审查介导因子的相对作用和培养上下文并创建一个机制，管理者可以通过不同的关系营销策略来加强客户关系。
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