Departmental Bulletin Paper リレーションシップ・マーケティングと関係性マーケティングの比較研究 ―信頼概念からの考察―

圓丸, 哲麻  ,  Tetsuma, Emmaru

This study examines about relationship marketing that is one of most popular categories in marketing study. Relationship marketing has been mainly discussed by American researchers as a main paradigm in marketing study from 1990s. Many Japanese researchers discuss it too, but there are differences from Americanʼs, about constructs and research objects. For this reason, relationship marketing has equivocality, so it is often difficult for researchers and marketing players to understand.Therefore, this study compares relationship marketing between America and Japanese, focusing trust concept.

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