Following the idea of the life event cycle, relationships between organizations and customers are characterized by recurring gaps in interaction. This article provides an overview of theories on maintenance strategies, particularly in the context of longdistance relationships in social sciences, and transfers existing theories to relationship marketing. A relationship maintenance management model is proposed that can serve as a framework for future research and management approaches. Many unanswered questions demonstrate the great potential and need for studies on this topic.

No abstract

No abstract

No abstract