On the nature of customer‐employee relationships
Ken Butcher
(Charles Sturt University, Bathurst, New South Wales, Australia)
Beverley Sparks
(Griffith University, Bundall, Gold Coast, Australia)
Frances O’Callaghan
(Griffith University, Bundall, Gold Coast, Australia)
2746
Abstract
Argues that the aim of marketers should be to build positive relationships with customers. However, the nature of such relationships is unclear. Examines the one‐to‐one relationship between customers and individual employees and highlights key implications for managers.
Keywords
Citation
Butcher, K., Sparks, B. and O’Callaghan, F. (2002), "On the nature of customer‐employee relationships", Marketing Intelligence & Planning, Vol. 20 No. 5, pp. 297-306. https://doi.org/10.1108/02634500210441549
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited