ISBN 9788177080483,Relationship Marketing

Relationship Marketing


Gunjeet Kaur


New Century Press

Rs338 Rs470 28% OFF

Availability: Available

Usually ships in: 2-3 business days

(Free Delivery)

We Accept
ISBN 9788177080483
Check delivery information
ISBN 9788177080483

New Century Press

Publication Year 2003

ISBN 9788177080483

ISBN-10 8177080482


Number of Pages 238 Pages
Language (English)

Business & Economics

Consumer complaints, managerial response to them and their satisfactory resolution, leading to a dyadic perception between the consumer and the company, form the core of relationship marketing. The mutual resolution of complaints, without third party arbitration, constitutes the central construct of this book which implies that customer retention is easiest when the company's actual response in the post-complaint phase perfectly matches the consumer's expectations from the company in that phase. For this status to be present, there must exist such characteristics as mutual trust, commitment, two-way communication, social support and empathy, self-disclosure, emotion, need for service, guarantees, and higher standard. This book has significant implications for four major areas of policy formulation.

More from Author