PRELIMINARY INSIGHTS INTO RELATIONSHIP MARKETING AND INFORMATION TECHNOLOGY IN AN EMERGING ECONOMY

Abstract

Successful Relationship Marketing (RM) is to a modern extent, based on the technological capacity to build, enhance and maintain long term relationships. For this reason, Information Technologies (IT) have emerged as a viable catalyst. Nevertheless, the compatibility and use of IT in Relationship Marketing is still a debate that eludes a sense of ambiguity. While some researchers find the concepts as a promise, others have adversely attached the fusion of these concepts to unintended consequences. More surprisingly, only little see the need to conceptualize the fusion of RM & IT in the Sub-Saharan region of Africa. It is on this premise that this study intends to qualitatively explore the outcomes of RM & IT in the emerging Ghanaian service economy.