Relationship Marketing, Knowledge Management Systems and E-Commerce Operations in Small UK Accountancy Practices
Some firms are using relationship marketing linked to knowledge management systems to achieve competitive advantage. Limited empirical evidence exists on the contribution that relationship marketing and knowledge management systems can make towards market success. E-commerce provides an opportunity to assess possible relationships that may exist between relationship marketing, knowledge management systems and market performance. A survey of small UK accounting practices suggests that adopting a relationship marketing orientation can enhance market performance. Those practices, which have adopted a relationship marketing orientation, tend to have established knowledge management systems and be involved in e-commerce. The implications of these findings are discussed and proposals made about further research needs.