This study attempts to investigate the position of relationship marketing in the current revolution of Industry 4.0. The relationship marketing paradigm was introduced for almost four decades has been practically implemented in services and manufacturing industries. By building bonds with customer that involves human touch, the outcome for business is believed to be positive. The larger the number of bonds developed, the stronger the relationship will be more effective, the more business will be developed. However, the industrial revolution evolved to the usage of cyber-physical technology. Marketing are transformed into digital marketing with expansion of digital infrastructure in business. The questions raised, does the relationship marketing via conventional approach become irrelevant in the era of 4.0? How could relationship marketing have its position in the Industry 4.0? The data collected by using document research and analyzed by qualitative content analysis. The findings show that there are positions of relationship marketing in Industry 4.0. through integration with digital marketing in preserving the human touch.
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In-Text Citation: (Yusoff, 2019)
To Cite this Article: Yusoff, M. (2019). Positioning Relationship Marketing in Industry 4.0. International Journal of Academic Research in Business and Social Sciences, 9(12), 720–727.
Copyright: © 2019 The Author(s)
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