Original paper
Buyer‐Seller Relationships: Bonds, Relationship Management, and Sex‐Type
Volume: 15, Issue: 1, Pages: 76 - 92
Published: Mar 1, 1998
Abstract
Although a key objective of relationship marketing is building strong bonds with customers, there is little empirical research into the antecedents and consequents of relational bonds. Women are increasingly assuming key boundary‐spanning roles in organizations, and understanding the extent to which sex differences affect relationship processes and outcomes is an important management issue. This study develops hypotheses linking relationship...
Paper Details
Title
Buyer‐Seller Relationships: Bonds, Relationship Management, and Sex‐Type
Published Date
Mar 1, 1998
Journal
Volume
15
Issue
1
Pages
76 - 92
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Notes
History