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Problem

Some customers are more open to relationship marketing initiatives than others. Under what conditions would customers tend to be more responsive to relationship-building fforts by the salesperson?

Step-by-step solution

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Step 1/1

Supplier organizations and sellers initiate and employ various relational ties with customers to strengthen the relationship marketing. They are discussed below in detail:

Relationship marketing (RM) programs:

1. Social RM programs are the social engagements with customers to strengthen the relationships and to enhance special status of customers.

2. Structural RM programs are specially designed for the purpose of gaining the loyalty of customers by providing increased productivity and efficiency in services.

3. Financial RM programs provide economic benefits like free-shipping and handling, special discounts etc.

Even the organizations initiates several RM programs, some customers tend to be more open than others. It is because they indulge in specific conditions. These special conditions are explained below in brief:

• Risk:

When the customers face or even acknowledge a hint of trouble, laterally poses attention towards the sales persons initiating RM programs. Customers anticipate expert aid from the sales person.

• Uncertainty:

RM initiatives by sales persons, stimulates a sense of hope in the customers minds and provides a gentle perspective of the future course of events. It helps in risk reduction if there is any.

• Dependence:

RM programs generate added flexibility with the help of personal interaction with the sales persons. These programs provide added advantage with pioneer prospect.