Fazal-e-Hasan, Syed; Mortimer, Gary; Lings, Ian; Kaur, … - In: Journal of Consumer Marketing 37 (2020) 7, pp. 713-727
Purpose: Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet, a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In this...