Summary: Maintaining A Committed Online Customer: ...

Read the summary and the most important questions on Maintaining a committed online customer: A study across search-experience-credence products A5MCM

• 1 Introduction

• What is the main purpose of 'relationship marketing'?

  To build and maintain a committed and loyal relationship between a consumer and the organisation.

• What are search goods/services?

  Goods and services that are dominated by attributes about which a lot of information is available before buying the product. Example:  clothing and furniture

• What are experience goods/services?

  These can be assessed after a customer has used the product. Example: vacations and restaurants

• What are credence goods/services?

  Dominated by attributes that cannot be placed by the consumer, even after they have used the product - vitamines. Example: financial investments and education.

• Where price is usually important, it is not the most important attribute of a credence service, why is this the case?

  Where information is absent surrounding the credence product/service - a company can provide such information themselves so they will enhance the commitment of their consumers.

• What is the main criteria for the different categories in which the goods/services can be placed? (search/experience/credence)

  The ability to evaluate them.

• 2 Theoretical Issues

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• What is it that is looked at when rating a goods/service and deciding where on the continuum they can be placed? (is it a search goods/service, an experience or credence one)

  How easy or difficult a product can be evaluated - also based on the available information.

• How do financial bonds intensify customer relationships?

  By offering financial incentives to their frequent and loyal buyers.

• Customers of which goods/service type respond best to a financial bond?

  Search goods/service.

• What is the definition of a Social Bond?

  Personal ties concerning service aspects offering interpersonal interactions, friendships and identifications.