Odekerken- Schröder, Gaby; Wulf, Kristof de; Kenhove, … - Maastricht : METEOR, Maastricht Research School of … - 2002
This study is a critical reassessment and extension of De Wulf, Odekerken-Schröder, and Iacobucci’s (2001) framework investigating retail investments in consumer relationships. Their initial model relates four types of relationship marketing efforts to perceived relationship investment, in...
