On the nature of customer-employee relationships

Ken Butcher, Beverley Sparks, Frances O'Callaghan

    Research output: Contribution to journalArticlepeer-review

    16 Citations (Scopus)


    Argues that the aim of marketers should be to build positive relationships with customers. However, the nature of such relationships is unclear. Examines the one-to-one relationship between customers and individual employees and highlights key implications for managers.
    Original languageEnglish
    Pages (from-to)297-306
    Number of pages10
    JournalMarketing Intelligence and Planning
    Issue number5
    Publication statusPublished - 2002


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