Abstract
Knowledge concerning relationship benefits has been limited to the independent exchange partner level. A key prerequisite of successful relationships is ’mutual gain’ (Grönroos 1990). Thus, it seems necessary to us to address relationship benefits from the perspective of both parties. In this dyadic study we identify seven benefit categories and, reveal significant differences across categories for both buyers and suppliers.
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Webb, D., Sweeney, J.C. (2015). Relationship Marketing – Who Benefits? An Exploratory Study of Buyer-seller Dyads. In: Spotts, H., Meadow, H. (eds) Proceedings of the 2000 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11885-7_15
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