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The relationship quality - customer satisfaction theory of shareholder value creation in relationship marketing


The relationship quality - customer satisfaction theory of shareholder value creation in relationship marketing



Chain management in agribusiness and the food industry Proceedings of the Fourth International Conference Wageningen, 25-26 May 2000: 313-322



This paper theorizes that successful creation of shareholder value in relationship marketing requires relationship quality and customer satisfaction and models both of them as key mediating variables. An exploratory qualitative case study involving multiple organizations at different points in the Danish-British bacon supply chain explored the key constructs of relationship quality.

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