Trust in interfirm relationships : expanding insights into relational capabilities and customer preferences
- Suppliers need to improve their relational capabilities if they are to enhance customer trust. Debate about such capabilities is dominated by an interpersonal approach. This paper provieds novel marketing options by expanding insights into alternative types of relational capabilities. Furthermore, the moderating role of customer preferences on the effectiveness of relational capabilities is evaluated.
Author of HS Reutlingen | Rossmann, Alexander |
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ISBN: | 978-1-61782-253-7 |
Erschienen in: | Enhancing knowledge development in marketing : Summer Educators' Conference, August 13 - 16, 2010, Boston, Massachusetts |
Publisher: | Curran Associates Inc. |
Place of publication: | Red Hook, NY |
Editor: | Iyer Easwar |
Document Type: | Conference proceeding |
Language: | English |
Publication year: | 2011 |
Page Number: | 12 |
First Page: | 209 |
Last Page: | 220 |
DDC classes: | 380 Handel, Kommunikation, Verkehr |
Open access?: | Nein |