Offerors’ Image in The Relationships Context – Final Purchasers’ Point of View
Innovation in Marketing Strategies, Customer Engagement and Satisfaction: 36MKT 2020
The article has theoretical and empirical character. Its aim was to identify the importance attributed by purchasers to good mutual relationships with offerors and to identify the importance of the perception of offerors as entities listening to purchasers’ opinions and profiting from purchasers’ spontaneous willingness…