A New Look at the Life-cycle Theory of Relationships
How customers perceive or feel about a firm changes over time. Building trust and a mutually satisfying relationship with customers is an important goal for many organizations. Understanding how these relationships build and deteriorate is thus critical. By helping shed light on that process, this study by Professors Sandy Jap and Erin Anderson offers some important insights into relationship management.
Content: Article | Authors: Erin Anderson, Sandy D. Jap | Source: INSEAD Knowledge | Subjects: Marketing / Sales, Organizational Behavior