Variations in service relationships: a preliminary investigation

Abstract

In this paper two perspectives of relationship marketing are highlighted and then reasons for variation in relationship types according to industry, product/service blend and customer orientation are discussed. Further, interaction and management purpose enter into development of relationships. Together these ideas suggest that no single relationship type exists; rather, at best, classes of relationships may be found and these may be useful for a firm trying to understand and manage its customer relationships. The remainder of the paper proposes a method for identifying stylised relationship models in the banking sector, where relationships with business customers are a blend of human activity and resource implications.