Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH
Abstract
Addresses the problem of implementing relationship marketing systems. Uses LISREL to analyze how co‐operative, competitive and independent goals affect the ability of a firm′s personnel to work together in serving customers. Results indicate that goal interdependence affects employee perceptions of the quality of service they deliver.
Keywords
Citation
Tjosvold, D., Meredith, L. and Wellwood, R.M. (1993), "Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH", Journal of Business & Industrial Marketing, Vol. 8 No. 4, pp. 5-17. https://doi.org/10.1108/08858629310047225
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited