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Relationship Marketing (Benefits ('Customer equity' (- (Actively…
Relationship Marketing
Definitions
Relationship network (Baron et al.,2010)
Identifying/establishing/maintaining/enhancing/terminating (Gronroos, 2004)
Relationship acknowledgement & 'some special status' (Barnes & Howlett, (1998)
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Customer loyalty
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Less price sensitive (Baron et al., 2010)
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Commitment, trust, cust orientation & communication (Conway & Swift, 2000)
Commitment = trust & expectation (reliability, honesty, integrity
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Types of relationships
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'30Rs' Gummesson, (1994; 2008)
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Relationship phases (Dwyer, 1987)
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Relationship Intensity (Baines et al. 2017) #
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Service failure (Bejou & Palmer, 1998
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