Customer retention and loyalty have become possible through the development of long‐term, mutually beneficial relationships with customers.
This paper seeks to critically review the literature on relationship quality (RQ) and to suggest avenues for further research.
Therefore, in this entry, drawing from few of my recent readings (Saunders and Rojon 2011; Hart 1998), I summarise key attributes of a critical literature review.
Critical review of literature needs to demonstrate a comprehensive understanding of extant theories, debates and issues relevant to research aim and objectives.
Most RQ research centres on business‐to‐business (b‐to‐b) markets and products use survey data, look at relationships from the customer perspective and analyse either the US or European markets.
Critical Literature Review
Also, results differ in various contexts and there is no universally accepted framework for RQ.
In addition, it also needs to provide a critique of conventional as well as dominant discourses of knowledge while remaining critical of the potential objectivity of the researcher’s own arguments (Mingers 2000).
Saunders and Rojon (2011) defines being critical as a “” and identifies several key attributes of a critical literature review.
It rather needs to acknowledge and engage with key academic theories, both seminal as well as current, within the chosen research phenomena.
In addition, the critical literature review needs to inevitably acknowledge the works of experts within the field as it aims to inform research objectives and position the research.