Interpersonal Relationship Marketing: Reciprocity in Buyer-Seller Dyad with Customer Gratitude as Mediator
نویسندگان
چکیده
منابع مشابه
The influence of relationship marketing investments on customer gratitude in retailing ¬リニ
Keyword: Customer gratitude Relationship marketing Retailing Loyalty programs Customer gratitude represents the emotional core of reciprocity and plays a key force in developing and maintaining successful seller–buyer relational exchanges. Based upon personal interviews with 239 members of loyalty card programs of a department chain store, this study shows that alternative relationship marketin...
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ژورنال
عنوان ژورنال: South Asian Journal of Management Sciences
سال: 2020
ISSN: 2074-2967,2410-8537
DOI: 10.21621/sajms.202014203