Relationship Marketing Re-Imagined

CHAPTER 4

B2C Relationship Marketing

Introduction

The purpose of relationship marketing (RM) is the satisfaction of customers. Customers not only look for goods or services to satisfy their needs but also seek for much more holistic offerings that include everything from information about the product(s) to delivery and after sale services. In a holistic and constantly developing service offering, the outcomes such as goods, services, or industrial equipment become just one element. Knowledge about consumer needs becomes just one of the requirements. Firms should also provide customers with necessary elements to fulfill these needs. A successful implementation of these processes requires the supplier or service provider to align its resources, ...