Journal Article10.1300/J366V01N03_04
Leveraging Relationships in Marketing
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TL;DR: In this article, the authors investigated the influence of two independent variables (Intrinsic Interpersonal Commitment and Structural Bonds) on the dependent variable Relationship Strength in services marketing domain.
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Abstract: The present study is an investigation into the motivational underpinnings of strong relationships in services marketing domain. Based on past research in social psychology and marketing, this study investigates the influence of two independent variables-Intrinsic Interpersonal Commitment and Structural Bonds-on the dependent variable Relationship Strength. Both attitudinal and behavioral variables are studied to measure the quality of relationships. 144 surveys of consumers were completed. The results partially support the research hypotheses. The results suggest refocusing on the type of motivational commitment in relationships. The role of gender, age, involvement, and the interaction complexity need to be explored to further validate the model.
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Citations
Relationship Strength in Service Industries: A Measurement Model:
TL;DR: Although one of the key objectives of relationship marketing is to build a strong relationship with customers, the construct of relationship strength is recent and there is little research into its structure as discussed by the authors.
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The digital communication tools and citizens' relationship with local governments: a comparison of Georgian and Polish cities
TL;DR: In this article , the authors explored the impact of digital communication tools application by citizens and the perceived usefulness of social media on the relationship between citizens and local authorities in both countries and found that the intensity of digital communications tools usage for participation in the city branding process and their perceived usefulness contribute to the lasting relationships between citizens in Poznan, Poland and Kutaisi, Georgia.
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Relationship Development: Tracking the Formation of Relationship Commitment in a Controlled Setting
TL;DR: In this paper, Swanson et al. integrated the research on antecedents and outcomes of negotiations from a variety of fields to integrate the influence of attitudinal trust, subjective norms, and intrinsic commitment in a relation.
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