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Personal acquaintance measure : distinguishing among friends and good and bad customers

Campbell, Colin, Pitt, Leyland, Nel, Deon and Terblanche, Nic S. 2008, Personal acquaintance measure : distinguishing among friends and good and bad customers, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-7.

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Title Personal acquaintance measure : distinguishing among friends and good and bad customers
Author(s) Campbell, Colin
Pitt, Leyland
Nel, Deon
Terblanche, Nic S.
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 7
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary Evidence from social psychology confirms that strong relationships are founded on deep knowledge of others gained over long periods after sharing personal information. The existence, benefit, and management of relationships are also topics of increasing interest in Marketing. This paper reports on the results of a study of sales persons’ assessments of their personal acquaintance with friends and customers. The results indicate that personal acquaintance as a construct and measure can be successfully employed in a business context and used to distinguish among friends and good and bad customers. The findings open the way for the use of the construct in a commercial context as well as in the development of marketing theory. Limitations and avenues for future research are given.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150502 Marketing Communications
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018173

Document type: Conference Paper
Collection: School of Management and Marketing
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