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Ä Ö Ü ä ö ü ß
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      소비자의 관계형 시장행동에 관한 연구 = A Study on the Consumer's Relational Market Behavior

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      https://www.riss.kr/link?id=A30110309

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      Understanding the motivations of consumers to engage in relationships with marketers is important for both marketing practitioners and scholars. Relational market behavior is a kind of consumers' efforts, to develop and maintain the relationships with their partner.
      To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to engage in relational market behavior. This article reviews established consumer behavior literature to suggest that consumer's relational market behavior is evolved, as the process of problem-solving stages transferred, and consumers engage in relational market behavior due to personal influences, social influences, and institutional influences. Some propositions are suggested and relational market behavior model offered. Future research also discussed.
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      Understanding the motivations of consumers to engage in relationships with marketers is important for both marketing practitioners and scholars. Relational market behavior is a kind of consumers' efforts, to develop and maintain the relationships with...

      Understanding the motivations of consumers to engage in relationships with marketers is important for both marketing practitioners and scholars. Relational market behavior is a kind of consumers' efforts, to develop and maintain the relationships with their partner.
      To develop an effective theory of relationship marketing, it is necessary to understand what motivates consumers to engage in relational market behavior. This article reviews established consumer behavior literature to suggest that consumer's relational market behavior is evolved, as the process of problem-solving stages transferred, and consumers engage in relational market behavior due to personal influences, social influences, and institutional influences. Some propositions are suggested and relational market behavior model offered. Future research also discussed.

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