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Developing and managing effective consumer relationships

Developing and managing effective consumer relationships Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position themselves in the marketplace. The process of relationship formation, maintenance and dissolution is used as a framework for examining key elements of successful relationships. Three important elements of relationships are discussed and recommendations are made to marketers in handling these aspects of a relationship. Additionally, scales to measure consumer trust and commitment are provided. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Developing and managing effective consumer relationships

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References (30)

Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610429810209719
Publisher site
See Article on Publisher Site

Abstract

Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position themselves in the marketplace. The process of relationship formation, maintenance and dissolution is used as a framework for examining key elements of successful relationships. Three important elements of relationships are discussed and recommendations are made to marketers in handling these aspects of a relationship. Additionally, scales to measure consumer trust and commitment are provided.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Feb 1, 1998

Keywords: Alliances; Commitment; Relationship marketing; Trust

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