Development of Relationship Marketing Constructs Over Time

Abstract

Long-term customer relationships are growing in importance to companies. It is therefore essential to identify and analyze the relevant constructs in order to manage such relationships. For this purpose a model has been developed based on a project involving an IT service provider in the business-to-business sector. This paper describes the measurement of customer satisfaction its antecedents and consequences that are appropriate for an effective control and management of relationship marketing. Furthermore the development of customer satisfaction, its antecedents and consequences over time and during the course of the customer relationship life cycle is analyzed.

Key Words:

• Customer satisfaction
• development of relationship marketing constructs
• B2B
• satisfaction drivers
• customer retention
• relationship life cycle