RT info:eu-repo/semantics/article
T1 Relationship marketing in museums: influence of managers and mode of governance
A1 Camarero Izquierdo, María Carmen
A1 Garrido Samaniego, María José
A1 Vicente Hernández, Eva
A1 Redondo Carretero, María
K1 Museos - Marketing
K1 Museos - Gestión
K1 Relationship marketing
K1 Social capital
K1 Mode of governance
K1 Museums
K1 5101.06 Museología
K1 5311.05 Marketing (Comercialización)
AB On the bases of relationship marketing and social capital, this paper aims to explore whether museums’ external relationships depend on managers and internal relationships as well as on mode of governance. The empirical findings of a hierarchical regression analysis for a sample of 556 museums indicate that close relationships with the external environment require managerial social capital and a supportive culture that favours internal cohesion. Finally, public museums directly run by government entities remain too bureaucratic and lack incentives to promote internal cohesion as well as relationships with customers and other stakeholders. Implications for managers are discussed.
PB Taylor and Francis online
SN 1471-9037
YR 2019
FD 2019
LK https://uvadoc.uva.es/handle/10324/67829
UL https://uvadoc.uva.es/handle/10324/67829
LA eng
NO Public Management Review, 2019, vol. 21, n. 10, p. 1369-1396.
NO Producción Científica
DS UVaDOC
RD 18-nov-2024