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THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES

Barbara Čater   ORCID icon orcid.org/0000-0003-0005-7288 ; Faculty of Economics Ljubljana

Puni tekst: engleski, pdf (205 KB) str. 1-15 preuzimanja: 2.493* citiraj
APA 6th Edition
Čater, B. (2008). THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES. Management, 13 (1), 1-15. Preuzeto s https://hrcak.srce.hr/25499
MLA 8th Edition
Čater, Barbara. "THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES." Management, vol. 13, br. 1, 2008, str. 1-15. https://hrcak.srce.hr/25499. Citirano 13.12.2019.
Chicago 17th Edition
Čater, Barbara. "THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES." Management 13, br. 1 (2008): 1-15. https://hrcak.srce.hr/25499
Harvard
Čater, B. (2008). 'THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES', Management, 13(1), str. 1-15. Preuzeto s: https://hrcak.srce.hr/25499 (Datum pristupa: 13.12.2019.)
Vancouver
Čater B. THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES. Management [Internet]. 2008 [pristupljeno 13.12.2019.];13(1):1-15. Dostupno na: https://hrcak.srce.hr/25499
IEEE
B. Čater, "THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES", Management, vol.13, br. 1, str. 1-15, 2008. [Online]. Dostupno na: https://hrcak.srce.hr/25499. [Citirano: 13.12.2019.]

Sažetak
This paper examines trust, communication and social bonds in marketing relationships in professional services in a business-to-business market. The context of our empirical research is the marketing research industry in Slovenia. The results show that social bonds in the examined context are present to a low extent. The analysis revealed two groups of companies on the basis of developed social bonds. The first group (‘strictly business’ relationships) consists of 62.7% of companies, which have a lower level of social bonds between individuals than 37.3% of companies that belong to the second group (‘business friends’ relationships). Analysis also revealed that social bonds positively influence openness of communication and trust.

Hrčak ID: 25499

URI
https://hrcak.srce.hr/25499

Posjeta: 2.873 *