Managing the dimensions of relationship marketing in the food service industry

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Managing the dimensions of relationship marketing in the food service industry

The present paper proposes a new instrument for measuring relationship marketing that is uniquely designed for the foodservice industry. In particular, the underlying dimensions of relationship marketing as perceived by customers are identified. The proposed 31-item instrument is empirically tested...

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Bibliographic Details
Main Authors:	Firdaus Abdullah, Agnes Kanyan
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2013
Online Access:	http://journalarticle.ukm.my/6961/ http://journalarticle.ukm.my/6961/1/3630-8091-1-PB.pdf

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