Concurrent Sessions

Embedded Community Relationships as a Competitive Strategy for Rural Retailers

Author: Barbara Frazier (Western Michigan University)

Abstract

A social exchange perspective suggests that embedded relationships which rely on socially construed information to make business decisions may influence a retailer's performance. Customer satisfaction levels and purchasing behavior may be influenced by satisfaction with social relationships (Frenzen & Davis, 1990).

Keywords:

How to Cite: Frazier, B. (1998) “Embedded Community Relationships as a Competitive Strategy for Rural Retailers”, International Textile and Apparel Association Annual Conference Proceedings. 1999(1).