Measuring Firm-Employee Relationship Strength

Lester Johnson, Melbourne Business School

Abstract

This  paper  reports the findings from an assessment of a measure used to determine levels of firm-employee relationship strength. The measure utilized was originally designed to measure relationship strength in industrial buyer-supplier relationships. The purpose was to determine if this scale could be adapted to measure firm-employee relationship strength. A secondary purpose was to determine if it were possible to begin to move towards developing a generalized measure of relationship strength for use in various relationship marketing situations, through this initial adaptation and application of a measure from one relationship to another.  The results provide support for developing a generalisable measure of relationship strength for different marketing relationships.