Customer Supplier Relationships
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Slide 2.1
The relationship orientation • Interactions must take place between at least two parties; activities of one of the parties influence those of the other and vice versa. • A degree of continuity; interactions from the past influence present and future interactions; – extend over a longer period of time. • The effects of interactions are dependent upon the actual events and the subjective approach to these events.
Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.2
Figure 2.1 Pyramid of relationships Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.3
Table 2.2 Profile of close and weak relationships Source: Peelen et al, 1996. Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.4
Figure 2.2 Objects of exchange Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.5
Commitment
Table 2.3 Characteristics of three forms of commitment Source: Johnson (1991). Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.6
Loyalty Loyalty is a deeply held commitment to rebuy or repatronise a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour.
Source: Oliver (1996). Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.7
Figure 2.3 Relationship life cycle Source: Peelen et al, (1996). Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.8
Figure 2.4 Profile of social structures Source: Merton (1957); De Jager and Mok (1994). Peelen, Customer Relationship Management © Pearson Education Limited 2005
The relationship orientation • Interactions must take place between at least two parties; activities of one of the parties influence those of the other and vice versa. • A degree of continuity; interactions from the past influence present and future interactions; – extend over a longer period of time. • The effects of interactions are dependent upon the actual events and the subjective approach to these events.
Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.2
Figure 2.1 Pyramid of relationships Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.3
Table 2.2 Profile of close and weak relationships Source: Peelen et al, 1996. Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.4
Figure 2.2 Objects of exchange Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.5
Commitment
Table 2.3 Characteristics of three forms of commitment Source: Johnson (1991). Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.6
Loyalty Loyalty is a deeply held commitment to rebuy or repatronise a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching behaviour.
Source: Oliver (1996). Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.7
Figure 2.3 Relationship life cycle Source: Peelen et al, (1996). Peelen, Customer Relationship Management © Pearson Education Limited 2005
Slide 2.8
Figure 2.4 Profile of social structures Source: Merton (1957); De Jager and Mok (1994). Peelen, Customer Relationship Management © Pearson Education Limited 2005
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