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| Author: | Bejou, D. Wray, B. Ingram, T. |
| Title: | Determinants of relationship quality: an artificial neural network analysis |
| Journal: | Journal of Business Research
1996 : JUN, VOL. 36:2, p. 137-144 |
| Index terms: | QUALITY NEURAL NETWORKS RESEARCH |
| Language: | eng |
| Abstract: | Relationship marketing has emerged as a focal point by which a company can succeed in a competitive environment. Understanding the success of methods used to develop long-term relationships with customers, thus, becomes critical in the process of gaining competitive advantage. This article reviews the relationship quality (an important component of relationship marketing) literature and examines the factors that previous research has shown to be important. The article then presents an analysis of a survey of financial services consumers using a relatively new technique called artificial neural network analysis (ANNA). |
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