Elements of Drivers and Resistors to Relationship Marketing:

Drivers for RM:

  • High acquisition costs relative to retention costs (understanding that lifetime value of customers makes economic sense)
  • High exit barriers
  • Sustainable competitive advantage
  • High risk and high importance to buer of products/services
  • High emotional content in the exchange process – this is generally linked to high cost but also includes personalised services such as hairdressers etc.
  • Perceived need for closeness
  • Requirement for trust and commitment
  • Satisfaction positively related to retention
  • falling world growth rates

Resistors to RM:

  • Minimal acquisition/retention costs
  • Low exit barriers
  • Competitive advantage unsustainable
  • Low risk and low importance to buyer of products/services
  • Low emotionel content in exchange
  • No perceived need for closeness
  • Requirement for trust only – which can be satisfied trough quarantees and warranties
  • No or limited access to appropriate data


List the drivers and resistors to Relationship Marketing


Customer preference: Personal motivate, business legitimate

Barnes & Howlett (1998)

Two essential characteristics:

  • Both parties perceive and acknowledge a relationship exists
  • The relationship is meaningfull in that both parties recognise it to have special status and that it is more than occasional contact

Blois (1997) Gronroos (1995):

  • Trust & Commitment between people rather than firms


To identify the appropriateness of RM in an organisation

Source of Drivers and Resistors to Relationship Marketing:

Egan (2005)