Managing the relationship: does trust lead to cooperation?
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Merrilees, Bill
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Professor Gus Geursen, Dr Rachel Kennedy and Monica Tolo
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270458 bytes
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Adelaide
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Abstract
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.
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Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution: Proceedings
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© The Author(s) 2003. 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.