2021
DOI: 10.7595/management.fon.2021.0020
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Towards an Integrative Framework of Relationship Quality in a Retail Setting: Evidence from an Emerging Economy

Abstract: Research question: This study aims to propose and empirically examine a relationship quality model in a grocery retail setting in Serbia. Motivation: Whereas relationship quality has been extensively studied in B2B settings and in developed economies, far less research attention has been devoted to the formation and effects of relationship quality in B2C exchange relations in developing economies. This especially holds true for Eastern Eupean emerging economies and the present research aims to fill this gap. I… Show more

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