Slide 2.

The relationship orientation

• Interactions must take place between at least two parties;
activities of one of the parties influence those of the other
and vice versa.
• A degree of continuity; interactions from the past influence
present and future interactions;
– extend over a longer period of time.
• The effects of interactions are dependent upon the actual
events and the subjective approach to these events.

Peelen, Customer Relationship Management © Pearson Education Limited 2005

 Slide 2.2

Figure 2.1 Pyramid of relationships

Peelen, Customer Relationship Management © Pearson Education Limited 2005

 Slide 2.3

Table 2.2 Profile of close and weak relationships

Source: Peelen et al, 1996.
Peelen, Customer Relationship Management © Pearson Education Limited 2005
 Slide 2.4

Figure 2.2 Objects of exchange

Peelen, Customer Relationship Management © Pearson Education Limited 2005

 Slide 2.5

Commitment

Table 2.3 Characteristics of three forms of commitment

Source: Johnson (1991).
Peelen, Customer Relationship Management © Pearson Education Limited 2005
 Slide 2.6

Loyalty
Loyalty is a deeply held commitment to rebuy or
repatronise a preferred product/service
consistently in the future, thereby causing
repetitive same-brand or same brand-set
purchasing, despite situational influences and
marketing efforts having the potential to cause
switching behaviour.

Source: Oliver (1996).

Peelen, Customer Relationship Management © Pearson Education Limited 2005

 Slide 2.7

Figure 2.3 Relationship life cycle

Source: Peelen et al, (1996).
Peelen, Customer Relationship Management © Pearson Education Limited 2005
 Slide 2.8

Figure 2.4 Profile of social structures

Source: Merton (1957); De Jager and Mok (1994).
Peelen, Customer Relationship Management © Pearson Education Limited 2005