Ruiz-Martinez, Alfonso; Gil-Saura, Irene; Frasquet, Marta - In: Management Decision 56 (2018) 8, pp. 1716-1733
Purpose: The purpose of this paper is to define the relationship strategy of manufacturers with their retail customers through the identification of axes for the creation of relationship value. Design/methodology/approach: A survey was carried out and 219 valid questionnaires were completed and...