Implementing a relationship marketing program: a case study and managerial implications
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1.Although there are other variables that may be associated with relational motivation, including structural bonds, mutual goals, trust, etc. (e.g. Berry, 1995; Wilson, 1995), we are focussing on the two variables which were identified by Dwyert al. (1987), and which are most relevant to the case study examined in this research.
2.Although it is theoretically possible that a unilateral commitment can be initiated or maintained by a buyer, we will contain our discussion to seller‐maintained, unilateral commitments.
3.An exception would be a frequent buyer program that required an up‐front, membership fee. This type of program would represent a formal, bilateral commitment rather than a formal, unilateral commitment.
4.For example, the breakdown of respondents by Zip code was not significantly different than the breakdown of the population of ticket buyers. In addition, 22 percent of the subscriber sample indicated that they were first‐year subscribers ‐ a percentage which is virtually identical to the percentage of first‐year subscribers in the population.
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