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https://www.um.edu.mt/library/oar/handle/123456789/17083
Title: | The role of perspective-talking in the understanding of cooperation and relationship marketing |
Authors: | Caruana, Albert Brockdorff, Noellie Chircop, Saviour Camilleri, Liberato |
Keywords: | Visual perception -- Psychological aspects Social exchange Social psychology Relationship marketing Marketing -- Management |
Issue Date: | 2009 |
Publisher: | Academy of Marketing |
Citation: | Caruana, A., Brockdorff, N., Chircop S., & Camilleri, L. (2009). The role of perspective-talking in the understanding of cooperation and relationship marketing. Academy of Marketing Conference: Putting Marketing in its Place, Leeds. 1-8. |
Abstract: | Relationship marketing has established itself as one of the main pursuits in marketing. Various viewpoints have been proposed seeking to explicate relationship marketing. This paper focuses on the role of perspective-taking as an overlooked aspect of relationship marketing. It suggests that cooperation in relationship marketing requires the marketer to undertake a process that involves understanding the perspective of partners by realistically imagining their point of view. Grounded in aptitude theory a perspective-taking approach that incorporates both a perspective-taking ability and a perspective-taking propensity is tested in a model that also considers the impact of trust and commitment on cooperation. Data is collected from a sample of managers of manufacturing firms. Results supporting the role of perspective-taking are reported. Conclusions are drawn, limitations are noted and opportunities for further research are indicated. |
URI: | https://www.um.edu.mt/library/oar//handle/123456789/17083 |
Appears in Collections: | Scholarly Works - FacMKSCC Scholarly Works - FacMKSCS Scholarly Works - FacMKSMC Scholarly Works - FacSciSOR |
Files in This Item:
File | Description | Size | Format | |
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OA Conference paper - The role of perspective-taking in the understanding of cooperation and relationship marketing (1).pdf | 103.37 kB | Adobe PDF | View/Open |
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