From internal marketing to customer perceived relationship quality evidence of vietnamese banking firms

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From internal marketing to customer perceived relationship quality evidence of vietnamese banking firms

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  • Abstract

  • 1. Introduction

  • 2. Theoretical background and hypothesis development

    • 2.1. Internal marketing and employee relationship marketing behaviours

    • 2.2. Employee relationship marketing behaviours and relationship quality

    • 2.3. Employee relationship marketing behaviours as mediators

    • 2.4. Service climate as a moderator

    • 3. Research methodology

      • 3.1. Data collection instruments and procedure

      • 3.2. Profile of respondents

      • 3.3. Measures

      • 3.4. Assessment of common method variance

      • 4. Results

      • 5. Discussion

        • 5.1. Conclusions

        • 5.2. Theoretical implications

        • 5.3. Managerial implications

        • 5.4. Limitations and future research directions

        • Disclosure statement

        • References

        • Appendix A: Measuring items

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