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

Source of Business to Consumer (B2C) relationship caracteristics:

Fitchett & McDonagh (2000)