200091 Lecture Notes - Lecture 16: Relationship Marketing
Document Summary
Relationship marketing activities represent dedicated relationship marketing programs, devel- oped and implemented to build strong relational bonds. These activities influence three important drivers of relationship marketing effectiveness relationship quality, breadth, and composition each capturing a different dimension of the relationship and exerting a positive influence on the seller"s performance activity. Relationship quality represents a high-caliber relational bond with an exchange partner that captures a number of interaction characteristics such as commitment and trust. Relationship breadth represents the number of interpersonal ties that a firm has with an exchange partner. A seller that has forged more interpersonal ties with a customer can gain better access to information, identify profit-enhancing opportunities, and become more efficient in building and maintain- ing the relationship. A service failure, like equipment failure or poor delivery service, creates conflict in a buyer- seller relationship relationship efficacy captures the ability of an interfirm relationship to achieve desired objectives.
