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


Shows the contrast between transactional and relationship marketing


All stakeholders included

Shared goals and commitment

Trust or willingness to rely on partners

Communication and shared give-and-take


To analyse if attracting customers or maximizing customer Life Time Value is dominant

Source of Transactional vs Relationship Marketing:

Henley Business School