Relationship Marketing: A Search for Competitive Edge

Abstract

Customers can help organization achieve one thing “success” or “failure”. Why should a company interact with its customers? The answer to this question reveals the organization's underlying assumptions about customer relationship. Information technology revolution has made mass interaction an d customization practicable, paving the gateway for relationship marketing. Relationship experiences come along with the products that customers buy. Thefirm's competency to create and maintain relationship with their customer is a durable basis for competitive advantage. The relationship paradigm of management needs conceptual an d practical insights. The paper presents the conceptual an d practicability aspects o f relationship a n d the strategic implications. It analyses the relationship experiences a t Hero Honda Motors, a company that believes that its greatest source o f strength is relationship. The relationship dimensions an d product relationship framework provides context for building organizational strategy.