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Keywords: Relationship marketing
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Journal Articles
Journal:
Management Research Review
Management Research Review (2011) 34 (3): 325–336.
Published: 29 March 2011
...Fatima Vegholm Purpose This study analyzes the nature of relationships between banks and small and medium‐sized enterprises (SMEs) by drawing on the theory of relationship marketing (RM) and the concept of corporate image (CI). More specifically, the main purpose of this study is to investigate...
