Relationship strength in service industries: a measurement model
Guicheng Shi Macau University of Science and Technology
Yi-zheng Shi and Allan K. K. Chan Hong Kong Baptist University
Yonggui Wang University of International Business and Economics
INTRODUCTION
Relationship marketing is becoming increasingly important as marketing changes from being transaction to relationship orientated (Sheth & Parvatiyar 2002). Grönroos (1991) has even redefined marketing in relationship terms. He states that the function of marketing is 'to establish, maintain, and enhance relationships with customers and other parties at a profit so that the objectives of the parties involved are...