Professional Documents
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Unit-10 Relationship Marketing
Unit-10 Relationship Marketing
Relationship Marketing
5)Equity Theory
Equity theory postulates that parties in exchange
relationships compare their ratios of exchange inputs to
outcomes.
Inequity is said to exist when the perceived inputs
9)Institutional Theory
This is an alternative, multi-constituent, and dynamic view
that sees social actors in support of the corporation when
institutional norms are upheld.
Enhancing
Retaining
Satisfying
Getting
Employee retention
Retention Strategies
1) Financial bonds
Volume and frequency rewards
Bundling and cross selling
Stable pricing
2) Social bonds
Continuous relationships
Personal relationships
Social bond among customers
Anticipation/innovation
Mass customization
Customer intimacy
4)Structural bonds