Model Konseptual Relationship Marketing salam Business to Business: Pendekatan Dyadic Vs non-Dyadic

Abstract

In the field of relationship marketing debate about school of thought, research traditions and methods are confounding. However, there is a similar thought about the nature of relationship construct among marketing scholars, they are views that relational construct is dyadic in nature. Measurement of construct in relationship marketing does not always follow that view, in contrast many research in this field use single perception instead of dyadic analysis. This study examines estimation model in relationship marketing. Purpose of this study is to discuss concept of dyadic versus non dyadic approach in relationship marketing research.