Chapter 7: Relationship Marketing

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Chapter 7: Relationship Marketing
1 The evolution of customer relationships
1.1 Strangers
1.2 Acquaintances
1.3 Friends
1.4 Partners
2 Benefits
2.1 For customers
2.2 Confidence
2.3 Social
2.4 Special treatment
2.5 For firms
2.6 Economic
2.7 Customer behaviour
2.8 HRM
3 Relationship development strategies
3.1 Core Service provision
3.2 Switching Barriers
3.2.1 Customer Inertia
3.2.2 Switching Costs
3.3 Relationship Bonds
3.3.1 Financial Bonds
3.3.2 Social Bonds
3.3.3 Customisation Bonds
3.3.4 Structural Bonds
4 Challenges
4.1 wrong segment
4.2 Not profitable in the long term
4.3 Difficult customers
4.4 customers may not want relationships
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