SSRN Electronic Journal · 2006 · 2K citations · 66 references
BusinessMarketingMarketing ManagementBusiness StrategyInterpersonal RelationshipsRelationship MarketingRelationship CommitmentRelationship ManagementRelationship QualityRelationship SatisfactionRelationship SellingCommitment In Buyer-seller RelationshipsFirm Relationship QualityMeta-analytic ComparisonObjective Performance EvaluationRelationship InvestmentRelationship Manager PerformanceRelationship Marketing StrategySeller Relationship Quality
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The Commitment-Trust Theory of Relationship Marketing
Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations
Evolving to a New Dominant Logic for Marketing
Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations
The file drawer problem and tolerance for null results.
Robert Rosenthal · Psychological Bulletin · 1979 · 8.6K citations
Developing Buyer-Seller Relationships
F. Robert Dwyer, Paul H. Schurr, Sejo Oh · Journal of Marketing · 1987 · 7.8K citations