Assessing Relationship Quality
Assessing the quality of any relationship has remained a problematic issue in spite of the recognized importance of relationships within business-to-business marketing, and this paper attempts to redress this shortcoming. Working with a group of 40 executives, and utilizing conjoint analysis, we exp...
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Veröffentlicht in: | Industrial marketing management 2000-07, Vol.29 (4), p.351-361 |
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Format: | Artikel |
Sprache: | eng |
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Zusammenfassung: | Assessing the quality of any relationship has remained a problematic issue in spite of the recognized importance of relationships within business-to-business marketing, and this paper attempts to redress this shortcoming. Working with a group of 40 executives, and utilizing conjoint analysis, we explore this complex area by first identifying five underlying dimensions of high quality business-to-business relationships: trust; needs fulfilment; supply chain integration; power; and profit. Our preliminary results indicate that there is no one measure of just what constitutes a good relationship. Rather, there are potentially four different types of “good” relationship, each composed of different blends of these five attributes. |
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ISSN: | 0019-8501 1873-2062 |
DOI: | 10.1016/S0019-8501(00)00112-7 |