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The impact of product innovation, environmental responsibility and product involvement on relationship quality in the automotive industry
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| 1.14 MB | Adobe PDF |
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This paper aims to contribute to the literature on relationship quality from brands to customers
by analyzing how this construct is impacted by product innovation, environmental
responsibility and product involvement. These influences were explored in the German
automotive industry, using multiple linear regressions. Results reveal a positive relation
between these factors and relationship quality. Given the limited number of existing research
in this area, this thesis is significant in helping to understand the dynamics as well as providing
insights for managers operating in the German automotive sector.
Descrição
Palavras-chave
Product innovation Environmental responsibility Product involvement Relationship quality Automotive industry