engleski

Interdependence between relationship quality dimensions

Tourism-dependent economy, unfavourable structure of accommodation and hotel capacity, seasonality of business and liquidity problems indicate the importance of the relationships between hotels and banks in Croatia. Since the capital investments in new and modern capacities are necessity, the quality of their relationship would determine the future of the Croatian economy as a whole in the long run. Regarding the capital investments, it is crucially important that the cooperation between the employees in both business entities is based on the satisfaction, trust and commitment. In this way, every potential uncertainty as a consequence of the entity’s actions could be minimized. In this paper, 356 tourist objects are hierarchically clustered according to the relationship quality dimensions for the purpose of testing the characteristics according to which the clusters significantly differentiate. Consequently, the interdependence between the observed relationship quality dimensions is examined.

business to business marketing; relationship quality; hierarchical clustering

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