Portal de Periódicos da CAPES

Marketing and Exchange

1987; SAGE Publishing; Volume: 51; Issue: 4 Linguagem: Inglês

10.1177/002224298705100402

1547-7185

Franklin S. Houston, Jule B. Gassenheimer,

Customer Service Quality and Loyalty

Exchange has been widely accepted as the core concept in marketing, yet the topic has received limited attention by researchers in the marketing discipline. The authors discuss exchange theory and tie it more closely to the basic underpinnings of marketing.