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- Title
¿Cuáles son las variables clave en la adopción del marketing de relaciones? Una investigación en el contexto colombiano.
- Authors
Augusto Salazar, César
- Abstract
The purpose of this research is to discover the key variables in the application of relationship marketing in Colombian companies. A comparative instrument is applied to companies belonging to different industries and of different sizes in that country, in two waves or periods: the first, referred to as "wave 1", covers the years 2003 and 2004; the second, called "wave 2", covers the years 2010 and 2011. The technique used to validate the construct proposed was the factorial analysis of the principal components.
- Publication
Universidad & Empresa, 2014, Vol 16, Issue 27, p71
- ISSN
0124-4639
- Publication type
Article