Answered: What is relationship commitment?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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What is relationship commitment?

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The relationship commitment theory of the relationship marketing states that there must be two thins present in a relationship for it to be successful. These two things are the trust and the commitment. Relationship marketing can be defined as the creation of relation with the customers by the company which is done by meeting the needs and expectations of the customers and respecting commitments.

Instead of focusing on just the short-run profits for the business, companies make use of relationship marketing because it helps the company in the long run and builds long-term meaningful relationships with the customers.

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