Since the 1980’s there has been an emphasis in business-to-business marketing on building long-term buyer-seller relationships
نویسنده
چکیده
This study is an attempt to develop a scale to measure expectations of buyer-seller working relationships on a cross-cultural basis. The focus is on North American and Asian hotel salespeople. The scale development drew from previous research in guanxi relationships and purchasing and selling strategies. While, the results did not support a reliable unidimensional scale that could distinguish between transactional and collaborative working relationships, the methodology did create a framework for further scale development.
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