Relationship marketing in organizational markets: When is it appropriate?

1996-01-01articleJournal of Marketing Management119 citationsclosed

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Customer Service Quality and Loyalty Marketing and Advertising Strategies Quality and Supply Management

Abstract

Building and maintaining relationships is a costly process. It is therefore important for a supplier to determine whether or not the costs involved are justified. Examination of the way in which a customer views a potential relationship may give the supplier a valuable insight into the appropriate form of relationship, if any, which should be sought.

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References

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1998Don’t all firms have relationships?

2006Perceptual gaps and similarities in buyer–seller dyadic relationships

1999Asymmetrical Commitment in Business Relationships