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Building Electronic Relationships

5

this now includes a history of past relationships as well as potential, acquired

relationships. This larger scope of relationships is complex, requiring

longitudinal connections, nurturing, and sustenance; it has reciprocal nature.

Examining mutual benefits, commitments, trust, and social/information

rewards have become significant, while the technological onslaught fuels an

expanded electronic wharf on which to moor interactive communications and

help tighten relationships (Day, 1999).

Public relations professionals should keep uppermost in their collective

mind that this exercise is a human endeavor where experience and trust are

players that help to ensure customer satisfaction and a concomitant healthy

relationship (Wilkie, 1999).

Theorists advance concepts proposing that customers vary in their

corporate relationships from transactional to relational. These relationships

have components of satisfaction, trust, and commitment that have bearing on

future intentions, helping to build solid customer relationships. (Garbarino,

1999).

Customer acquisition and retention are central to any successful

customer management program--both are grounded in customer satisfaction

(Peppers, 1996).

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