عنوان فارسی مقاله: ایجاد ارزش در رابطه میان خریدار و فروشنده : یک مدل خدمات محور عنوان انگلیسی مقاله: Creating value in retail buyer–vendor relationships: A service-centered model منبع: Sciencedirect - Elsevier - Industrial Marketing Management 44 (2015) 166–179 چکیده انگلیسی: We present a “service-centered” model of retail buyer–vendor relationships, in which retail buyers' perceptions of a vendor's economic and social resources affect their assessments of relationship value and relationship outcomes. Economic resources offered at the organizational level of the vendor include brand equity and customer support activities (e.g., merchandising support and margin maintenance). Social resources offered at the individual level of the salesperson include special treatment and customer advocacy. Relationship outcomes include the buyer's intention to grow the business, and in the event of business termination ...
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