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| Author: | Smith, J. |
| Title: | Buyer-seller relationships: similarity, relationship management, and quality |
| Journal: | Psychology and Marketing
1998 : JAN, VOL. 15:1, p. 3-22 |
| Index terms: | PSYCHOLOGY MARKETING QUALITY |
| Language: | eng |
| Abstract: | Trends of increased diversity in domestic markets and globalization require marketers to interact with dissimilar others. This study draws on similarity-attraction theory and examines the effects of similarity on relationship management behaviors and relationship quality. Similarity in buyer-seller work attitudes, sex, life stage, and personality are found to have differential effects in facilitating open communication, relationship investment, and relationalism. |
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