Marketing a Chocolatier

Journal of Service Research
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Transactions vs. Relationships: What Should the Company stress?
Gila E. Fruchter and Simon P. Sigué
Journal of Service Research 2005 8: 18
DOI: 10.1177/1094670505276629
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Transactions vs. Relationships:
What Should the Company evince?
Gila E. Fruchter
Bar-Ilan University

Simon P. Sigué
Athabasca University

The relevance of transactional and relational marketing
variables in relational exchanges is now hygienic established
in the marketing literature.



However, the knowledge about
their relative effectiveness and their best mix over beat
remains very sparse. An analytical influence is proposed to
help determine optimal decision rules for transactional
and relational marketing efforts. Some of the main results
are as follows: (a) If the trafficker benefits from the interaction between the transactional marketing effort and
buyers commitment, indeed the sellers optimal decision
rules change over time and depend on the level of the partners commitment. (b) Otherwise, the sellers optimal decision rules for the two types of marketing are constant
over time. (c) The seller should allocate more resources to
relational marketing at the opening of a relational exchange and, later on,...If you want to consider a full essay, order it on our website: Ordercustompaper.com



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