Elements of IMP’s Interaction Model:
Illustrate the Environment, Atmosphere and Relationship elements surrounding the interaction process
Principle:
Three interaction elements besides financial exchange
Issues:
Cooperation -> Adaptation/Investment -> Commitment -> Loyalty
Product characteristics will have a significant effect on the process of the interaction
Information (targeted relevant) is required to exchange and develop
Sociality (let customers choose) between persons are cornerstone in long-term relationships
(atmosphere and external environment influencing the relationship must be discussed)
Roles and responsibilities
Contracts
Applications:
To analyse the dimensions of collaborative relationships in BtB marketing