THE RELATIONSHIP MARKETING PROCESS - A CONCEPTUALIZATION AND APPLICATION

Now that relationship marketing is gaining acceptance as a valuable tool for business-to-business firms, it is time to devise and enact more systematic relationship marketing processes. In this article, a comprehensive model for effective relationship marketing is-discussed. It includes inputs (understanding customer expectations, building service partnerships, empowering employees, and total quality management), outputs (customer satisfaction, customer loyalty, product quality, and profitability), and assessment (customer feedback and integration). The model is then applied to one industry: automated immunochemistry testing products.