Luigi, DUMIRESCU; Oana, STANCIU; Mihai, TICHINDELEAN; … - In: Studies in Business and Economics 7 (2012) 2, pp. 94-109
The purpose of the paper is to illustrate the applicability of the linear multiple regression model within a marketing research based on primary, quantitative data. The theoretical background of the developed regression model is the value-chain concept of relationship marketing. In this sense,...