Abstract
![CDATA[If companies are to enjoy long-term success in the business marketplace, they must effectively manage the relationships with their exchange partners. The knowledge of exchange partner’s capabilities and attitude is crucial to enable the firm to invest their resources in the most efficient and effective way. This paper develops a framework to examine the role of customer attractiveness and customer’s commitment in driving the supplier’s perceptions of value realization in the relationship. This paper argues that customer attractiveness and customer’s commitment may act as moderator in driving supplier’s perceptions of value realization, and develops hypotheses to test the linkages.]]
Original language | English |
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Title of host publication | Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. |
Publisher | Promaco Conventions for the ANZAM 2008 Conference |
Number of pages | 8 |
ISBN (Print) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Period | 1/12/13 → … |
Keywords
- success in business
- marketing
- business networks
- relationship marketing
- consumers
- suppliers