Measuring firm-employee relationship strength
MetadataShow full item record
This article reports the findings from an assessment of a measure used to determine levels of firm-employee relationship strength. The measure utilized was originally designed to measure relationship strength in industrial buyer-supplier relationships. The purpose was to determine if this scale could be adapted to measure firm-employee relationship strength. A secondary purpose was to determine if it were possible to begin to move towards developing a generalized measure of relationship strength for use in various relationship marketing situations, through this initial adaptation and application of a measure from one relationship to another. Support was found for a single factor firm-employee relationship strength construct. Convergent validity was also established. The results provide support for developing a generalisable measure of relationship strength for different marketing relationships. The assessed measure is considered useful as an overall indication of the strength level of a marketing relationship. Future research should explore a more detailed and in-depth measure of relationship strength and also test the generalisability of the scale for measuring other marketing relationships, for example employee-customer relationships, alliance partners, etc.
Australasian Marketing Journal
© The Author(s) 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted.For information about this conference please refer to the publisher's website or contact the authors.