John Harris
The gendered dynamics of relationship marketing: An initial discussion of the health and fitness industry
Harris, John; Marandi, Ebi
Authors
Ebi Marandi
Abstract
The last two decades witnessed the increasing popularity of relationship marketing amongst academics and practitioners. As the initial euphoria begins to settle, more considered questions about the concept are emerging. One area that needs further investigation is the concept of gender with respect to relationship marketing. Sex and gender has always been of interest to marketers and played a large role in their assumptions about consumer behaviour. The following study provides an initial discussion of gender and relationship marketing within the health and fitness industry. Exercise settings construct notions of desirable bodies whereby men, in general, aim to be muscular and women predominantly work towards thin, lithe, feminine ideals. The study is situated within an interpretive framework drawing upon our individual research interests in relationship marketing and gender issues within sport and exercise. We have begun to conduct field research to examine whether gender is a mediating construct in building long-term relationships with clients within the health and fitness sector. This paper sets the theoretical background to the empirical research. © 2002 Taylor & Francis Ltd.
Citation
Harris, J., & Marandi, E. (2002). The gendered dynamics of relationship marketing: An initial discussion of the health and fitness industry. Managing Leisure, 7(3), 194-200. https://doi.org/10.1080/13606710210163391
Journal Article Type | Article |
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Publication Date | Jan 1, 2002 |
Journal | Managing Leisure |
Print ISSN | 1360-6719 |
Electronic ISSN | 1466-450X |
Publisher | Taylor & Francis (Routledge) |
Peer Reviewed | Peer Reviewed |
Volume | 7 |
Issue | 3 |
Pages | 194-200 |
DOI | https://doi.org/10.1080/13606710210163391 |
Keywords | relationship marketing, health, fitness |
Public URL | https://uwe-repository.worktribe.com/output/1082972 |
Publisher URL | http://dx.doi.org/10.1080/13606710210163391 |