Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH

Abstract

Addresses the problem of implementing relationship marketing systems. Uses LISREL to analyze how co‐operative, competitive and independent goals affect the ability of a firm′s personnel to work together in serving customers. Results indicate that goal interdependence affects employee perceptions of the quality of service they deliver.

Citation

Tjosvold, D., Meredith, L. and Wellwood, R.M. (1993), "Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH", Journal of Business & Industrial Marketing, Vol. 8 No. 4, pp. 5-17. https://doi.org/10.1108/08858629310047225