The integrated relationship management framework

Motivation: Relationship management (RM) has been capturing the interest of scholars and practitioners since this term was first brought to light by L. L. Berry and T. Levitt in 1983. Numerous publications and billion-dollar software industry validate its vitality, but plethora of relationship oriented practices and isolated models spread it to thin. Therefore there is a need to synthesize the existing body of knowledge.

Aim: This article presents discussion on conventional RM theory merging it with the other complementary concepts: resource based view (RBV), human resources management (HRM), knowledge management (KM), customer relationship management (CRM), corporate social responsibility (CSR). Its main aim is to discuss the integrated relationship management framework — a step towards a RM grand theory.

Results: The main contribution of this paper is the adumbration of relationship management integrated framework, which links the maturity of corporate RM with proficiency in three interrelated dimensions: strategy / business model, the information technology and organizational change management.