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Are relationships for everyone?

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conference contribution
posted on 06.12.2017, 00:00 by Antony Ward, Meredith Parrish
It is frequently documented in the literature that firms should develop mutually beneficial relationships to gain competitive advantage, strengthen core competencies, create market position, increase loyalty and improve profit. Although the adoption of a Relationship Marketing orientation has visible advantages for many firms, marketers must be aware that not all customer service provider interactions have the propensity to develop into relationships. In many cases customers may not want a relationship with the service provider and in such situations, relationship building maybe unnecessary and could have negative implications for the service provider. As such, this research focuses on identifying those services, with which consumers do and do not want to build a relationship. This paper reports the results of six empirical studies, in which consumers were asked about their attitudes and opinions on building long-term relationships with service providers. It was found that there are many services where a significant percentage of customers do not look for or require a relationship. Government services and telephone companies were found to have the highest ‘dissonance’ ratings.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

255

End Page

261

Number of Pages

7

Start Date

01/01/2005

ISBN-10

064645546X

Location

Fremantlle, W.A.

Publisher

ANZMAC

Place of Publication

Perth, W.A.

Peer Reviewed

Yes

Open Access

No

External Author Affiliations

Conference; Faculty of Business and Informatics; TBA Research Institute;

Era Eligible

Yes

Name of Conference

Australian & New Zealand Marketing Academy. Conference

Exports

CQUniversity

Exports