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Relational Benefits And Costs In Channel Distribution: A Dyadic Research From Buyers And Sellers Perspective, Dung The Vu

Theses and Dissertations in Business Administration

The benefits from having long–term relationships with customers have become a focal topic and have been widely discussed in the marketing literature (Dwyer, Schurr and Oh 1987; Reichheld and Sasser 1990; Reichheld 1993; Morgan and Hunt 1994; Walter, Ritter and Gemuden 2001). However, careful review of the literature indicates that the literature is deficient in several ways: (1) relational benefits are mostly examined in term of economic benefits, especially in b2b and channel distribution contexts, (2) there is limited number of studies examining cost dimensions, (3) there is lack of studies examines both benefits and costs from dyadic perspective (i.e. …