ABSTRACT Despite the benefits of following a relationship marketing approach, firms should use caution when targeting customers with relationship marketing strategies as not all customers want to enter into long-term relationships. Targeting customers based on the length of customer-firm association could also be flawed as the success of doing so is disputed. This study explored relationship intention under cell phone customers in two emerging markets, namely the Philippines and South Africa. Findings show that relationship marketing strategies should only be focused on customers displaying high relationship intentions rather than, erroneously, investing in relationships with customers based on association length.

中文翻译：

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两个新兴市场中客户牢固的协会的关系意图和持续时间

摘要尽管遵循关系营销方法有很多好处，但在采用关系营销策略定位客户时，公司仍应谨慎行事，因为并非所有客户都希望建立长期关系。基于客户-公司关联的长度来定位客户也可能存在缺陷，因为这样做的成功性存在争议。这项研究探讨了两个新兴市场（菲律宾和南非）中手机客户的关系意愿。研究结果表明，关系营销策略应仅集中于显示高关系意图的客户，而不是根据关联时间错误地投资于与客户的关系。