Argues that the aim of marketers should be to build positive relationships with customers. However, the nature of such relationships is unclear. Examines the one‐to‐one relationship between customers and individual employees and highlights key implications for managers.
Butcher, K., Sparks, B. and O’Callaghan, F. (2002), "On the nature of customer‐employee relationships", Marketing Intelligence & Planning, Vol. 20 No. 5, pp. 297-306. https://doi.org/10.1108/02634500210441549Download as .RIS
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