Customer Relationship Management

Customer Relationship Management

ST0272

Tutorial 2

1. Describe a close customer-supplier relationship in your own words and indicates how this differs from a transactional relationship.

Customer – Supplier Relationship

Relationship: imply some sort of intermittent interaction between two or more persons, involving interchanges over an extended period of time.

- Primary/Secondary Relationship ( secondary r/s: no emotional attached)

- Interactions must take place between at least 2 parties

- A certain amount of continuity ( a relationship will also have to extend over a longer period of time)

- Two effects of the interactions are dependent on the actual events

2. What is the relationship between trust and commitment? Give an example to explain your answer.

Commitment

- Personal commitment: demonstrated by the will that someone displays in continuing a relationship

- Moral Commitment : people feel a sense of obligation – they are supposed to continue the relationship

- Structured form: the perception that “there is no escaping” the relationship (no choice)

Trust (honesty, fairness, responsibility, helpfulness and commitment)

- Trust: defined as a willingness to rely on an exchange partner with whom one have confidence.

* Note: Trust is multidimensional concept: no definite definition of trust

3. Analyze a relationship you have with a supplier or a service provider as a customer. Chose a company with which you have a relatively close relationship. Describe the trust and the commitment on the part of both parties in the relationship, and explain how these have grown.

4. What causes differences to arise in the relationship life cycle between customers of the same company? Explain your answer.

Thinking out loud

1. “The new interactive technologies are not enough to cement a relationship, because companies need to change their behavior toward a customer and not just their communication. “Explain what...