Managing the relationship: does trust lead to cooperation?
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This paper examines the relationship between shopping centre managers and tenants and aims to extend the relationship marketing literature to include the shopping centre environment. Specifically, it explores the importance of trust on the cooperative potential between tenants and shopping centre managers. The exploratory results would indicate that trust is an important antecedent to cooperation, and further, cooperation has an impact on centre management performance. Therefore if centre managers were exploring ways to improve their performance, they may consider looking for more cooperative opportunities within their centre.
Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution: Proceedings
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