RELATIONSHIP IN COMMERCIAL BANKS: THE ADAPTATION OF SCALES
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. Al...
| Autores: | , |
|---|---|
| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2013 |
| País: | Brasil |
| Recursos: | Universidade Federal do Rio Grande do Sul (UFRGS) |
| Repositorio: | REAd (Porto Alegre. Online) |
| Idioma: | portugués |
| OAI Identifier: | oai:seer.ufrgs.br:article/42652 |
| Acesso em linha: | https://seer.ufrgs.br/index.php/read/article/view/42652 |
| Access Level: | acceso abierto |
| Palavra-chave: | Relationship adaptation of scales simple and compound reliability factorial analysis Relacionamiento adaptación de escalas confiabilidad simple y compuesta análisis factorial Relacionamento adaptação de escalas confiabilidade simples e composta análise fatorial |
| Resumo: | 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. |
|---|