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MarketingStrategyChapter07-2.4 (1) Contact density
Relationship quality
Contact authority
Turnover in contacts
Service content
Interface difficulty
Customer value
Controls
Seller performance outcomes
Relationship Breadth:
with an exchange partner
Relationship Quality:
Relationship Composition:
Key Relational Dimensions
Measures of relationship and loyalty to “selling firm” often commingles firm and the salesperson effects leading to illusionary loyalty
Salesperson-owned loyalty
Selling firm-owned loyalty
Typical Measures Commingles Both Types of Loyalty
Relationship with individuals typically have a larger effect on behaviors than relationship with groups Individuals: on line model (e.g., 26% shift) Firms: recall heuristics
Building Relationships: Takeaways RM has a strong impact on performance especially WOM and may be getting more important RM needs to build gratitude/reciprocity norms , trust, and commitment Gratitude helps start relationships Effect on gratitude can be leveraged by delivery (freewill, motive, timing/value) Interfirm RM needs to build breadth and authority Relationship operate at many levels simultaneously Individual > firm, but susceptible to turnover RM strategies Share with your friends:
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