Relationship marketing (RM) is one of the marketing concepts that connects between internal and external marketing with the aim of strengthening the relationships among employees and retaining customers. RM has been discussed in various perspective, and one of the perspectives is culture. However, the discussion on the culture has lacked in some perspectives covered specifically from an Islamic perspective. In fact, the RM concept implemented in Islamic business organizations. Therefore, this paper intends to identify the concept of RM from cultural perspectives namely Western, Oriental, and Islamic perspective and analyze the concept embedded in the three perspectives. The data collected in this study using document research with qualitative content analysis. The findings of the study indicated that the concept of relationship marketers varied from the three perspectives. Western and Oriental have similarity in the concept of RM while the Islamic perspective seems to have different in the concept.
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Published by Human Resource Management Academic Research Society (www.hrmars.com)
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