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Ponencia
Relationship quality as antecedent of customer relationship proneness: a cross-cultural study between Spain and Mexico
(ESIC, 2017)
Some factors such as the globalization and the development of information technologies are changing the dynamics of the relationship marketing bases. The new competitive framework defined by the relevance of online channels ...
Ponencia
Analysing relationship quality and its contribution to consumer relationship proneness
(ESIC, 2017)
Relationship marketing has been the dominant paradigm in the sphere of marketing in the last decades. However, aspects such as globalisation, development of information technologies, or the growing competitiveness pressure ...