Prim-Allaz, Isabelle; Benamour, Yasmine - Université Paris-Dauphine (Paris IX) - 2000
The authors conduct an exploratory study in order to develop a measurement scale of customers transactional/relational orientation. The study is implemented in the context of French banking industry in both B.-to-C. and B.-to-B. environments. The results show that a different scale is needed for...