Purpose – This paper's main purpose is to provide a systematic approach for mapping the value exchange in B2B relationship marketing. This approach affords a preliminary analysis in order to distinguish business customers' different value dimensions (tangibles and intangibles) and to set...

In today's highly competitive markets, business managers are always looking for new ways to increase awareness of their products and promote their brands. As such, they use a variety of marketing strategies to attract more customers. This study was implemented using a qualitative research method...

Purpose: Taking the perfect perspective of customers' satisfaction, this paper aims to investigate the elements affecting customer satisfaction in business-to-consumer (B2C) online retailing stores, which are divided into five non-monetary dimensions: trust, order...