Impact of Relationship Marketing on Export Performance: Empirical Study in Vietnamese Garment Enterprises

Abstract

Relationship marketing is a new concept for Vietnamese enterprises. Most often based on the marketing mix 4Ps model, relationship marketing focuses on the maintenance as well as the development of relations with existing clients for mutual benefits of enterprises and customers. This paper, through theoretical and empirical analyses, investigates the interactions between internationalization process, international relationship marketing activities and export performance of Vietnamese garment enterprises. Several important recommendations to improve the export performance of the studied enterprises are drawn from the research results.