Consumers’ Trade-Off Between Relationship, Service Package And Price

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Introduction Recent research has emphasized the importance of relationship marketing (Garbarino and Johnson, 1999; Morgan and Hunt, 1994) and many firms have increasingly been devoting considerable attention to developing and maintaining close relationships with their customers, in order to create value by differentiating their offering and/or lowering their costs (Weitz and Bradford, 1999)...
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Even in the car industry, which could formerly be characterized by a product orientation, establishing long-term relationships is currently deemed to be essential at all levels of the distribution channel, although it is still a difficult process in this industry focused on mass production...
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