From Marketing Mix to Relationship Marketing

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Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector (2019, background): “However, established relationships can only be maintained and enhanced if promises made to customers are kept (Grönroos, 1994, p. 9).”
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda (2020, background): “Thus, social commerce strategy can be considered as the least mature SMMS because it has a mainly transactional nature and is preoccupied with short-term goal-oriented activities (Grönroos 1994).”
The sport value framework – a new fundamental logic for analyses in sport management (2014, positive): “It provided the broad foundation of value creation that many researchers had been calling for in the previous decades (Grönroos, 1994; Gummesson, 1995; S. D. Hunt & Morgan, 1995).”
Why Do First-Time and Repeat Visitors Patronize a Destination? (2010, background): “Marketing strategies attempting to attract more customers are defined as transactional; marketing strategies attempting to get more business from a select number of existing customers are titled relational ( Dwyer, Schurr, & Oh, 1987 ; Gronroos, 1994 ).”