Implementing Relationship Marketing: A GOAL INTERDEPENDENCE APPROACH

Dean Tjosvold · Lindsay N. Meredith · R. Michael Wellwood

18 citations0/0 files storedJournal of Business and Industrial Marketing

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Customer Service Quality and Loyalty Quality and Supply Management Employee Performance and Motivation

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.

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1986Self-Reports in Organizational Research: Problems and Prospects 1987Developing Buyer-Seller Relationships 1954The critical incident technique.2007Critical Incident Technique 1990Relationship Quality in Services Selling: An Interpersonal Influence Perspective 1989Cooperation and Competition: Theory and Research 1949A Theory of Co-operation and Competition 1988Structural Equation Modeling with LISREL

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