Because price is a key element in the profit equation of every firm, it is essential to analyze the mechanisms of customer price behavior (CPB) and its determinants. The concept of customer satisfaction (CS) as one of these determinants has frequently been analyzed in the recent academic...

Although research on relationship marketing in general is vast, very little is known about managing relationships in a nonprofit context. To understand and explain nonprofit relationships we are in line with other nonprofit and relationship marketing researchers arguing that different...