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- Title
THE IMPORTANCE OF SOCIAL BONDS FOR COMMUNICATION AND TRUST IN MARKETING RELATIONSHIPS IN PROFESSIONAL SERVICES.
- Authors
Čater, Barbara
- Abstract
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.
- Subjects
SLOVENIA; INTERPERSONAL relations; INTERPERSONAL communication; SOCIAL bonds; CORPORATE public relations; COMMUNICATION in management; MARKETING research companies
- Publication
Management: Journal of Contemporary Management Issues, 2008, Vol 13, Issue 1, p1
- ISSN
1331-0194
- Publication type
Article