Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/22632
Title: Relationship marketing orientation : scale development and cross-cultural validation
Authors: Sin, LYM
Tse, ACB
Yau, OHM
Chow, RPM
Lee, JSY
Lau, LBY
Keywords: China
Hong Kong
Relationship marketing orientation
Scale development
Issue Date: 2005
Publisher: Elsevier
Source: Journal of business research, 2005, v. 58, no. 2 spec.iss., p. 185-194 How to cite?
Journal: Journal of business research 
Abstract: This paper addresses the conceptual and measurement issues related to the study of relationship marketing orientation (RMO). It first reviews the concept of RMO and its important components. It then reports on the construction and psychometric assessment of a measure of RMO. Six multiitem scales are developed showing strong evidence of reliability and validity in samples from firms in Mainland China and Hong Kong. Further analysis provides evidence supporting scale invariance across the two samples. The final section includes a discussion of the implications of the findings and directions for future research.
URI: http://hdl.handle.net/10397/22632
ISSN: 0148-2963
EISSN: 1873-7978
DOI: 10.1016/S0148-2963(02)00493-9
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