... behaved in certain ways. For example, a person within the customer organization can be dissatisfied with the supplier organization, but if the supplier is capable of giving a solid explanation of ... organization’s offerings (see e.g. Parasuraman et al., 1985 & 1988 & 1991). Another stream of research is the performance-based approach (or linear regression approach) (see e.g. Cronin & Taylor, ... J., Mokwa, M., and Varadarajan, P. (1990) Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A Multiple Measures-Based Study, Strategic Management Journal. Chichester,...