Use of Relationship Marketing Programs in Building Customer-Salesperson and Customer-Firm Relationships: Differential Influence on Financial Outcomes

Palmatier, Robert W., Lisa K. Scheer, Mark B. Houston, Kenneth R. Evans and Srinath Gopalakrishna (2007), "Use of Relationship Marketing Programs in Building Customer-Salesperson and Customer-Firm Relationships: Differential Influence on Financial Outcomes," International Journal of Research in Marketing, 24 (3), 210-23.