Managing the dimensions of relationship marketing in the food service industry
The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2013
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| Online Access: | http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf |