Relationship Marketing Key Concepts as Relationship Value Determinant

Aida Ben Jemaa and Nadine Tournois
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Nadine Tournois: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon

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Abstract: Although the literature about association between relationship marketing key elements and relationship value concept in Business to Business (B to B) context is condensed, it remains fairly fragmented. An empirical validation of a model presenting the impact of the first concept on the second one was conducted through a survey considering 292 purchasing managers of the electronic subcontracting sector in France. This research presents a contribution since it suggests ways of improvement for researchers and managers seeking to improve the value of relationships in B to B contex

Date: 2014-06-03
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Published in Journal of Marketing Research and Case Studies, 2014, pp.17. ⟨10.5171/2014.201710⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02103109

DOI: 10.5171/2014.201710

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