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Marketing - Customers

 

 
Why Customers Build Relationships with Companies - and Why Not Although relationship marketing has received much attention in recent years, most of the literature focuses on benefits the firm receives from developing relationships with customers. A comprehensive model explicitly considering both the benefits and barriers of such relationships from the customerís perspective has not been proposed. To address this gap in the literature, this chapter develops an integrative theory of customersí motivations to participate in relationships with companies. Finally, implications for the management of relationships with customers are discussed. pdf

 

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Status: 21. November 2012