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• W2492470259 abstract "Ongoing relationships between marketers and their customers is receiving renewed attention (Berry 1995; Gwinner, Gremler & Bitner 1998; Sheth & Parvatiyar 1995). Previous customer relationship management research has focused on the benefits of strong customer relationships as viewed from the perspective of the firm (Aaker 1991; Peterson 1995; Reichheld 1993). Although positive outcomes for the firm are well documented, for a relationship to exist and last, both the firm and the customer must benefit. Yet, the benefits to the customer for maintaining a long-term relationship with suppliers have received considerably less attention in the marketing literature (Barnes 1994; Berry 1995; Bitner 1995; Peterson 1995; Sheth & Parvatiyar 1995). The objective of this chapter is to draw on established theories and conceptual work that explain which are the customers’ motivations in engaging in and maintaining long-term relationships with suppliers. The main research question to be answered by the discussion provided in this chapter is: What is the customer motivation to maintain relationships?" @default.
• W2492470259 created "2016-08-23" @default.
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• W2492470259 date "2003-01-01" @default.
• W2492470259 modified "2023-09-24" @default.
• W2492470259 title "Conceptual Development of a Repatronage Decision Framework" @default.
• W2492470259 doi "https://doi.org/10.1007/978-3-322-81581-1_4" @default.
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