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Chapter
Relationship Marketing
Relationship Value of Customers
Customer Profitability Segments
Relationship Development Strategies
Relationship Challenges
Relationship Marketing
is a philosophy of doing business, a strategic orientation, that
focuses on keeping current customers and improving
relationships with them
does not necessarily emphasize acquiring new customers
is usually cheaper (for the firm)
keeping a current customer costs less than attracting a new one
McGraw-Hill/Irwin
Figure 7.1
McGraw-Hill/Irwin
Social benefits:
familiarity
social support
personal relationships
McGraw-Hill/Irwin
Figure 7.2
Source: An exhibit from F. F. Reichheld and W. E. Sasser, Jr., Zero Defection: Quality Comes to Services, Harvard
Business Review, SeptemberOctober 1990.
McGraw-Hill/Irwin
Figure 7.3
Source: F. F. Reichheld, Loyalty and the Renaissance of Marketing, Marketing Management, vol. 2, no. 4 (1994), p. 15.
McGraw-Hill/Irwin
Table 7.1
McGraw-Hill/Irwin
McGraw-Hill/Irwin
Figure 7.4
Platinum
Gold
Iron
Lead
Least profitable
customers
McGraw-Hill/Irwin
Figure 7.5
Relationship Bonds
Confidence benefits
Social benefits
Special treatment benefits
Financial bonds
Social bonds
Customization bonds
Structural bonds
Strong Customer
Relationship
(Loyalty)
Satisfaction
Perceived service quality
Perceived value
Firm Benefits
Switching Barriers
Customer inertia
Switching costs
McGraw-Hill/Irwin
Economic benefits
Customer behavior benefits
Human resource management
benefits
Switching Barriers:
customer inertia
switching costs:
set up costs, search costs, learning costs, contractual costs
Relationship Bonds:
financial bonds
social bonds
customization bonds
structural bonds
McGraw-Hill/Irwin
Figure 7.6
Volume and
frequency
rewards
1.
Financial
bonds
Integrated
information
systems
bonds
Shared
processes
and
equipment
Continuous
relationships
Excellent
service
and value
4.
Joint
Structural
investments
2.
Social
bonds
3.
Customization
Bonds
Anticipation/
innovation
McGraw-Hill/Irwin
Bundling and
cross selling
Mass
customization
Personal
relationships
Social bonds
among
customers
Customer
intimacy
McGraw-Hill/Irwin