Relationship strength in service industries: a measurement model

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 measurement and validation.

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...

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