ABSTRACT. Gummesson contends that quantitative techniques are mostly used to try to pinpoint causality, usually between two or a few variables where the independent and dependent variables are defined. According to Milliken, in reviewing the management literature, especially marketing management, it is evident that little attention has been paid to qualitative research in the discipline. Varki et al. hold that, in marketing, qualitative data are used in theory development for investigating marketing phenomena in more depth. Whitehead claims that organizations achieve success by building strong, loyal and enduring relationships with their customers.