search query: @author Gronroos, C. / total: 6
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| Author: | Gronroos, C. |
| Title: | Relationship marketing: the strategy continuum |
| Journal: | Journal of the Academy of Marketing Science
1995 : FALL, VOL. 23:4, p. 252-254 |
| Index terms: | MARKETING STRATEGY MARKETS |
| Language: | eng |
| Abstract: | Service firms have always been relationship oriented. The nature of service businesses is relationship-based. A service is a process or performance where the customer is involved, sometimes for a long period of time, sometimes only for a short moment, and sometimes on a regular basis, sometimes only as a one-time encounter. There is always a direct contact between a customer and the service firm. This contact makes it possible to create a relationship with the customer, if both parties are interested in such a way of doing business. |
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