Browsing Publications Hosted at Saint Mary’s by Subject "Relationship marketing"

Browsing Publications Hosted at Saint Mary’s by Subject "Relationship marketing"

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    Do trust and committment matter in service relationships? 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 1999)
    This study compares the relationship marketing perspective with the service quality perspective in explaining the roles of trust and quality on loyalty. Both perspectives have some support in the study’s data. It is argued ...

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    The impact of new technologies on relationship marketing 
    Sioufi, Maria-Christina; Ricard, Line; Prefontaine, Lise (Atlantic Schools of Business, 1998)
    New information and communication technologies (NICT) are constantly emerging, and establishing customer loyalty is a growing concern. Therefore, it is essential to analyze the impact of these technologies on customer ...

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    Trading paint: the transfer of brand meaning in NASCAR racing 
    Fullerton, Gordon L. (Gordon Lee), 1964- (Atlantic Schools of Business, 2011)
    The paper reports upon a series of depth interviews conducted with members of the NASCAR culture of consumption. It was found that fans are committed to the drivers they support and that drivers have the ability to influence ...