Browsing Research Articles (Marketing Management) by Subject "Fear of relationship loss"

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Relationship intention and length of customer–firm associations in two emerging markets

Mostert, P.G. (Pierre); Steyn, Derik; Bautista Jr, Reynaldo (Routledge, 2018)

Despite the benefits of following a relationship marketing approach, firms should use caution when targeting customers with relationship marketing strategies as not all customers want to enter into long-term relationships. ...
Relationship intention and service quality as combined competitive strategy

Mostert, P.G. (Pierre); Luttig, Thelma (Inderscience, 2018)

Offering superior service quality or building long-term customer relationships could offer effective strategies to create a competitive advantage. However, since not all customers desire to enter into relationships with ...
Relationship intention, customer-firm association length and customer satisfaction : a multi-country exploration

Mostert, P.G. (Pierre); Steyn, Derik; Rogers, Pamela; Du Toit, Cornelia; Van Niekerk, Wena (Inderscience, 2020-12)

Customer-firm association length is used frequently as an indicator for identifying relational customers. This study explores rather using customers' relationship intentions by also considering the relationships between ...

Now showing items 1-3 of 3

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