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The Importance of Customers’ Character Accentuations

Table 1:

Criterion Traditional marketing Relationship marketing
The priority in the field of management focus Focusing on individual transactions and attraction of new customers Focusing on repeats purchases and keeping on existing customers
The temporal characteristic of relations Single short-term contacts with clients, forming short-term relationship perspective Constant frequent contacts with clients based on long-term relationship perspective
The qualitative characteristic of relations Distanced relationship based on mutual benefits The close personalized relationship based on commitment and trust to the partner
Marketingfocus Focus on the improvement of product or service Focus on relationships and their effective construction with clients and all partners on the market
Approachtostakeholders Generalapproach Individualapproach
Qualityofservice Mostly weak emphasis on customer service A strong emphasis on customer service
Competitiveadvantages All components of the "4P" concept are product, price, promotion and place Long-term and close relationships, an individual approach to clients and creation of customer value
The interactive characteristic of relations Low degree of interaction with customers, the lack of feedback and complete information about the company High degree of interaction with the customer, the presence of feedback and complete information about the company
Targetsettings A representative of each party aims to obtain his own benefit; each participant has his own goals and tasks A representative of each party aims to obtain his own benefit, which is a common benefit; goals and tasks are common
Attitudetothecustomer Weak desire to meet customer expectations; latent needs are not taken into account Strong desire to meet customer expectations; the whole range of human needs is taken into account
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