Please enable JavaScript.
Coggle requires JavaScript to display documents.
Week 25 relationship marketing - Coggle Diagram
Week 25 relationship marketing
goal of relationship marketing
benefits
cost effective
cust rentention - profit over customer lifetime
long term repeat purchase
maximise customer lifetime value
customer equity
retaining cust long term
service dominant logic
co-creation
exchange service for service (co-production)
Axioms of SDL
1 Service is the fundamental basis of exchange
2 Value is cocreated by multiple actors, always including the beneficiary
3 All social and economic actors are resource integrators
4 Value is always uniquely and phenomenologically determined by the
beneficiary
5 Value cocreation is coordinated through actor-generated institutions and
institutional arrangements
cust value and satisfaction
key in building relationship
satisfaction feeds loyalty
value = perceievd benefits
types of relationships
. seller-maintained (an asymmetric relationship)
. buyer-maintained (an asymmetric relationship)
. bilateral (in which both parties are highly motivated, for example, in B2B
Gummersons 30Rss
Classic market relationships (
Special market relationships
. Mega relationships (
. Nano relationships
Loyalty ladder
partner
advocate
supporter
Client
purchaser
prospect
relationship life cycle Dwyer et al. (1987)
awareness –
exploration
3 expansion
commitment
dissolution –
Relationshiplife cycle Baines et al. 2017
psychological indicators
behavioural indicators
economic indicators