Developing and managing effective consumer relationships Available to Purchase

Research in the area of interpersonal relationships can be employed to assist marketers in developing strong customer relationships to gain competitive advantages or to position themselves in the marketplace. The process of relationship formation, maintenance and dissolution is used as a framework for examining key elements of successful relationships. Three important elements of relationships are discussed and recommendations are made to marketers in handling these aspects of a relationship. Additionally, scales to measure consumer trust and commitment are provided.