Elements of Business to Consumer (B2C) relationship caracteristics:
Terms of refererence
- the organisation defines interaction with customers as a relationship only if it is considered to benefit the organisation
Relational bias
- the organisation defines and regulates terms and conditions of the relationship, consumers have little opportunity to specify their own terms and/or alterations
Opportunity to vary relational terms
- the organisation can adapt, modify and change the terms of a customer relationship without negotiation
Relational conflict
- organisations have greater opportunity to arbitrate, and have greater capacity to impose penalties, in case of disagreement in the relationship
Principle:
B2C relationships hold no mutual relationship due to four key caracteristics
Issues:
B2B or B2C relationship
Power of consumer groups and regulations
Competitive position
Applications:
To determine relationship type