• To provide a comprehensive understanding of relationship
• To provide an introduction to statistical techniques and
models to empirically test theoretical models in
• To ensure that each Ph.D. student is able to intelligently
critique published empirical journal articles in terms of
the reliability and validity of the quantitative methods
and procedures applied to their conceptual models.
• To require each Ph.D. student to develop and present a
research paper with a conceptual model and a
research plan for empirically testing the model.
• Introduction to Relationship Marketing Theories
• B2C Relationships: The Satisfaction Paradigm
• B2C Relationships: ‘Potpourri’
• C2C Relationships
• B2B Relationships: Traditional Constructs and Theories
• B2B Relationships: Strategic Alliances, Channel Partners
• Relationships with the Internal Public, Internal
• Cross–Functional Relationships, Integration vs.
• Relationships with Stockholders
• Relationships during Disruptions and the dark side of
• Longitudinal perspective
Note: Research methods will be discussed along with the