search query: @author Gronroos, C. / total: 6
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| Author: | Gronroos, C. |
| Title: | Creating a Relationship Dialogues Communication, Interaction and Value |
| Journal: | Marketing Review
2000 : OCT, VOL. 1:1, p. 5-14 |
| Index terms: | COMMUNICATION RELATIONSHIP MARKETING SUPPLIERS CUSTOMERS |
| Language: | eng |
| Abstract: | A relationship dialogue is a process of reasoning together in order for two or more parties to develop a common knowledge platform. Relationship marketing is facilitated provided that this knowledge platform enables a supplier to create additional value for its customers on top of the value of the goods and services which are exchanged in the relationship. For a relationship dialogue to emerge, in an on-going process the communication effects of planned communication efforts and of product and service-based interactions between a supplier and its customers have to support each other. Then the required extra value of the relationship is created and favourable word of mouth follows. |
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