Declination of marketing based on the interactions and the nature of these interactions in the medium-long term between the seller on the one hand, and the buyer and/or the consumer on the other hand. It therefore aims to focus on the quality of the contact established with the buyer and/or the consumer.
“Relationship marketing is not free: it involves men and women who meet the public on a full-time basis and show the company or brand’s deep interest in its public […]. By multiplying micro-connections with the public, the brand creates a lasting bond.
It is a more targeted way to build customer loyalty through a policy of continuous, personalized relations, demonstrating that the brand is not only interested in the consumer but in the person as a whole” analyses Jean-Noël Kapferer.
Björn Ivens and Umrike Mayrhofer observe that: “In order to establish special relationships with its customers, the company must offer them specific advantages that represent real relational added value. The implementation of a relational approach requires a strong commitment on the part of the company and the involvement of all the functions concerned. “
Finally, Sabine Flambard-Ruaud explains that: “The notion of relational exchange is fundamentally important; the close relationship, the link between the company and the client goes as far as the sharing of ideas and value. Commitment and trust emerge as fundamental constructs in creating, maintaining and breaking relationships. Relationship marketing aims at the stability of exchange relationships based on mutual loyalty not dictated by the formal contract. “