RELATIONSHIP IN COMMERCIAL BANKS: THE ADAPTATION OF SCALES

Authors

  • Marlusa Gosling Faculdade Batista de Minas Gerais - Belo Horizonte, MG
  • Carlos Alberto Gonçalves Universidade Federal de Minas Gerais - Belo Horizonte, MG

Keywords:

Relationship, adaptation of scales, simple and compound reliability, factorial analysis,

Abstract

In the global competion context, the relationship marketing, based on the retention of good clients, is an alternative approach for many sectors. Especifically, it is adequate for the service sector, since there are, at the service sector, several possibilities os a direct contact with consumers. Also because of this feature, manuy banks are using relationship strategies. In this article, the objective was to adapt the scales from Morgan e Hunt's (1994) study, to the brazilian bank context. The analysis of simple and composite reliability showed that the instrument is good enough for being used in futre research.

Downloads

Download data is not yet available.

Downloads

Published

2013-09-16

How to Cite

Gosling, M., & Alberto Gonçalves, C. (2013). RELATIONSHIP IN COMMERCIAL BANKS: THE ADAPTATION OF SCALES. Electronic Review of Administration, 9(4). Retrieved from https://seer.ufrgs.br/index.php/read/article/view/42652

Issue

Vol. 9 No. 4 (2003): Edição 34 - Jul/Ago 2003

Section

Articles

License

 

The author holds authorship rights, and authorizes REAd to publish the article on its website or in printed editions, not implying the payment of copyright or any other fee to the authors, and certifies that this article has not been published, to date, in any Brazilian journal.