Commentaries on Relationship Marketing: The Present and Future of Customer Relationships in Services

Abstract

Services and relationship marketing are inextricably linked, such that the intangible, heterogeneous, inseparable, and perishable nature of services renders strong relational bonds between companies and customers particularly critical. Four high-level strategies observed in current business practice bear the potential of fundamentally altering how service providers build and nurture relationships with their customers. Specifically, customer relationships in services have become more (1) data-based, (2) subscription-based, (3) sharing-based, and (4) experiences-based. This curated set of invited commentaries brings together a group of internationally renowned scholars to enhance our understanding of each of these important developments and consider their relationship marketing implications. In four commentaries, our contributor teams share their informed perspectives and offer rich sources of inspiration for both service researchers and managers.

Antecedents of rapport and its mediating role on relational cohesion in patient-physician interaction

“…The field of services marketing has dedicated significant attention to the examination of customer relationships, surpassing other streams of marketing research in terms of depth and breadth [ 14 ]. This emphasis on customer relationships stems from the unique characteristics that define services [ 15 ].…”

Pelatihan Manajemen Hubungan Tenaga Penjualan

“…Dalam konteks ini, pembelajaran tentang hubungan dengan tenaga penjualan mengacu pada memberikan pengajaran kepada tenaga penjualan tentang cara menerapkan tujuan sebagai sarana untuk mencapai pencapaian tujuan penjualan. Operasi kunci dalam manajemen ini adalah membantu tenaga penjualan dan pelanggan meningkatkan kemampuan dalam menyerap informasi, yang merujuk pada kemampuan perusahaan "untuk mengenali nilai informasi baru, mengasimilasi, dan menerapkannya untuk tujuan komersial" (Steinhoff et al, 2022). 2) Jenis, Tipe dan Manajemen Hubungan Tenaga Penjualan Tenaga penjualan memiliki tiga kategori, dalam melakukan pekerjaanya atau melayani konsumen, dengan jenis sebagai berikut: (Hilton et al, 2020) a.…”