Raciti, Maria M.; Ward, Tony; Dagger, Tracey S. - In: European Journal of Marketing 47 (2013) 3/4, pp. 615-634
Purpose – Much of the success of a relationship marketing program rests on the consumers' choice to participate in a service relationship in the first instance. The purpose of this study is to examine the degree to which this desire of the consumer to engage in a relationship impacts on their...
