Satisfaction in Business Relationships Between Companies and Dark Side Behaviour: A Literature Review
Carlos Javier Ayala-Regalado
Abstract:Buyer-seller relationships play a pivotal role in relationship marketing, as their effective management can yield significant benefits for companies. Satisfaction is the linchpin that sustains these business relationships over time, yet it can be influenced by various factors, particularly negative behaviors known as “dark side” behaviors. These behaviors encompass actions such as concealing information, opportunism, exploiting the counterparty, causing confusion, sharing customer information without consent, … Show more
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