Abstract
The advantages of relational rather than transactional marketing exchange strategies are now widely ecognized in many markets. This has triggered research to establish the antecedents of relationship quality, with sales personnels' level of customer orientation, trust and ethical credibility receiving attention.
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© 2015 The Academy of Marketing Science
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Bejou, D., Palmer, A. (2015). An Exploratory Analysis of the Role of Gender in the Development of Buyer-Seller Relationships. In: Wilson, E., Black, W. (eds) Proceedings of the 1994 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13162-7_40
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DOI: https://doi.org/10.1007/978-3-319-13162-7_40
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13162-7
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