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Relationship Marketing (Benefits (customer equity (ensure enhancements…

- - - - leads to increased loyalty
      - accentuates brand's distinctiveness
      - encourages increased purchase
    - - balance ROI
      - unfair treatment to those not deemed profitable
- - - - retention can be derived from
        
        inertia
        
        convenience
        
        exit barriers
- - - - includes honesty & integrity
  - - - builds relationship & effective collaboration
- - - - form dyads, triads, networks
    - - between various groups of stakeholders in a microenvironment
      - varying levels of commitment
      - various contexts, themes or foci e.g. CSR, tech, brand
    - - personal or social networks
      - alliances with other companies
      - relationships with stakeholders in the macroenvironment
    - - within organisation
      - are providers of marketing services
      - financier(s)
      - owners
  - - - recognition by one party that another party is an exchange partner
    - - potential exchange partners consider and conduct trail exchange
    - - benefits of exchange & interdependence of partners increase
    - - loyalty emerges
    - - withdrawal or disengagement
  - - - 3 sets of indicators
        
        psychological indicators
        
        customers evaluation of quality of relationship
        
        trust
        
        commitment to seller
        
        behavioral indicators
        
        form & extent of customers search for info & their purchasing behaviour
        
        economic indicators
        
        customers contribution to profit & lifetime value
- - - - commitment
        
        desire to maintain valued relationship
      - trust
        
        confidence, reliability and integrity
      - norms
        
        focus on and reflect on history of interactions
      - dependence
        
        provider of valued resource of which there is limited alternative sources