Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Understanding Relationships
Must be defined from the customers view Most are not genuine relationships More than databases and loyalty programs The relationship is a personal thing Its the recognition of a special status Must have an element of emotion How do we create the real thing?
Raising the switching costs Getting the customer on a data base Frequent-buyer clubs Locking in the customer
A relationship exists in the eye of the customer The customer must feel that it exists The customer is the object of attention We must know how he or she feels about it There must be parity; both parties win Different segments see it differently Some dont want a close relationship
Meaningful Relationships
three established streams of research:
meaning lies within the individual relationships add and structure meaning in our lives (Fournier) implies closeness and attachment
Copyright 2007 McGraw-Hill Ryerson Limited.,
Research on Meaning
interpersonal relationships: what it means to be in a relationship brand relationships: what meaning certain brands have for consumers consumption objects: what certain personal possessions mean to the owner
what does the company or brand say about its attributes and performance? grounded in words and conversation what meaning does the consumer attach to the communications of a firm? does not represent the totality of meaning
Copyright 2007 McGraw-Hill Ryerson Limited.,