“Effect of Buyer-Seller Relationship Structure On Firm Performance”
نویسندگان
چکیده
Developing and maintaining marketing relationships have been widely examined in the literature. The impact of relationships on firm performance extends the understanding of previously defined key relationship marketing elements. Such an understanding spans the gap between relationship marketing theory and practice. We hypothesis that the relationship marketing attributes of communication, power, comparison level of alternatives, satisfaction, trust and commitment are linked to firm performance. Results indicate that firms experience superior performance with best (partnering) relationships than with typical marketing relationships.
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