Relationship management orientation and relationship marketing success
| dc.creator | Cox, Kevin Christopher | |
| dc.date.accessioned | 2016-11-14T23:18:29Z | |
| dc.date.available | 2011-02-18T21:04:07Z | |
| dc.date.available | 2016-11-14T23:18:29Z | |
| dc.date.issued | 1995-12 | |
| dc.degree.department | Business Administration | en_US |
| dc.description.abstract | Relationship management is conceptualized as interorganizational activities, communications, policies and procedures that seek to enhance the contribution of an exchange relationship to a firm's ability to meet one or more of its organizational objectives. This study draws upon transformational leadership theory in political and organizational research to develop a typology of relationship management orientation (RMO). The typology includes developmental, transactional and exception-based RMOs, which were expected to have a positive, neutral, and negative effect, respectively, on the development of characteristics associated with relationship marketing success—namely, trust, relationship commitment, and cooperation. The model was tested in a franchise setting, using latent variable stmctural equations. Results were generally supportive of the model. The contributions and limitations of the study, including managerialimplications and prospects for future research, are discussed. | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.uri | http://hdl.handle.net/2346/15373 | en_US |
| dc.language.iso | eng | |
| dc.publisher | Texas Tech University | en_US |
| dc.rights.availability | Unrestricted. | |
| dc.subject | Interorganizational relations | en_US |
| dc.subject | Marketing | en_US |
| dc.subject | Market channels | en_US |
| dc.title | Relationship management orientation and relationship marketing success | |
| dc.type | Dissertation |