Elements of Transactional vs Relationship Marketing:
Compares the variables, time, marketing, priceelasticity, customer satisfaction, customer feedback, independence of functions, internal marketing and product types, in Transactional vs Relationship marketing approach
Principle:
Shows the contrast between transactional and relationship marketing
Issues:
All stakeholders included
Shared goals and commitment
Trust or willingness to rely on partners
Communication and shared give-and-take
Applications:
To analyse if attracting customers or maximizing customer Life Time Value is dominant
Source of Transactional vs Relationship Marketing:
Henley Business School