More is better but in what direction? : the effects of relationship marketing investment breadth and depth on customer gratitude
Christopher A. Nelson, Xinchun Wang, Annie Peng Cui
| Year of publication: |
2024
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|---|---|
| Authors: | Nelson, Christopher A. ; Wang, Xinchun ; Cui, Annie Peng |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 117.2024, p. 188-201
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| Subject: | Social exchange theory | Business-to-business selling | Customer gratitude | Relationship marketing investments | Beziehungsmarketing | Relationship marketing | Austauschtheorie | B-to-B-Marketing | Business-to-business marketing | Lieferantenmanagement | Supplier relationship management | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2023.12.022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014531639