Managing the relationship: does trust lead to cooperation?

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Title Managing the relationship: does trust lead to cooperation?
Author Roberts, Jane; Merrilees, Bill
Publication Title Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution: Proceedings
Editor Professor Gus Geursen, Dr Rachel Kennedy and Monica Tolo
Year Published 2003
Place of publication Adelaide
Publisher ANZMAC
Abstract This paper examines the relationship between shopping centre managers and tenants and aims to extend the relationship marketing literature to include the shopping centre environment. Specifically, it explores the importance of trust on the cooperative potential between tenants and shopping centre managers. The exploratory results would indicate that trust is an important antecedent to cooperation, and further, cooperation has an impact on centre management performance. Therefore if centre managers were exploring ways to improve their performance, they may consider looking for more cooperative opportunities within their centre.
Peer Reviewed Yes
Published Yes
Publisher URI
Copyright Statement Copyright remains with the authors 2003. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
ISBN 0868039837
Conference name ANZMAC 2003: celebration of ehrenberg and bass: Marketing discoveries, knowledge and contribution
Location Adelaide
Date From 2003-12-01
Date To 2003-12-03
Date Accessioned 2004-03-24
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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