Standardized vs. customized firm-initiated interactions : their effect on customer gratitude and performance in a B2B context
Miguel Á. Ruz-Mendoza, Andreea Trifu, Jesús Cambra-Fierro, Iguácel Melero-Polo
| Year of publication: |
2021
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|---|---|
| Authors: | Ruz-Mendoza, Miguel Á. ; Trifu, Andreea ; Cambra-Fierro, Jesús ; Melero-Polo, Iguácel |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 133.2021, p. 341-353
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| Subject: | Word-of-mouth | Profitability | Customer gratitude | Firm-initiated interactions | Preferential treatment | Relationship strength | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Lieferantenmanagement | Supplier relationship management | B-to-B-Marketing | Business-to-business marketing | Virales Marketing | Viral marketing | Kundenwert | Customer value |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2021.05.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012590245