Remarkor: Relationship Marketing Orientation On Local Government Performance | Alex G. Gillett

The study links the concepts of marketing orientation and relationship marketing and in doing so refines and develops previous attempts to develop REMARKOR, a model that can be used to measure the relationship marketing orientation of organisations. The study is an empirical work using correlation analysis to explore the relationship between relationship marketing variables and performance, in the context of local government procurement. Analysis and testing of the model involving 55 local authorities in the United Kingdom shows it to be a valid and reliable instrument and that relationship marketing orientation can relate positively to performance. It is concluded that relationship marketing is suitable for local government procurement in the current political and social climate and that the constructs and variables of REMARKOR provide a useful guide for planning and managing procurement in this context