Relationship Marketing and the Philosophy of Science: A Tribal Journey Through Relationship Quality.

A considerable number of papers in the area of relationship marketing appear to implicitly follow a positivistic stance. However, there seems to be some controversy around this matter, for a positivistic approach may not always be appropriate given the nature of the phenomenon of interest in this area. Some authors argue that erroneous philosophical approaches may be responsible for obstructing scientific debate and the development of the field. By focusing on relationship quality, a major construct in relationship marketing, the present article illustrates the main philosophical stances and systematises some of the implications of the decisions regarding the philosophy of science. [ABSTRACT FROM AUTHOR]