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Rethinking customer relationships

Author

Listed:
  • Bettencourt, Lance A.
  • Blocker, Christopher P.
  • Houston, Mark B.
  • Flint, Daniel J.

Abstract

Success in business markets demands going beyond satisfactory exchanges with customers. Conventional wisdom therefore dictates that firms must build close customer relationships. Yet, unfortunately, the meaning of a close relationship from the customer's viewpoint can get lost in translation. We find that, contrary to the widely held use of the relationship metaphor in business, customers do not actually want interpersonally meaningful relationships; in fact, these are often viewed with cynicism and are seen as a burden. Rather, customers seek value creation attuned to their particular contexts to drive instrumental objectives. This article highlights the thorny, often veiled aspects of customer relationships and re-directs attention to the essential connections that help suppliers successfully co-create value with customers.

Suggested Citation

  • Bettencourt, Lance A. & Blocker, Christopher P. & Houston, Mark B. & Flint, Daniel J., 2015. "Rethinking customer relationships," Business Horizons, Elsevier, vol. 58(1), pages 99-108.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:1:p:99-108
    DOI: 10.1016/j.bushor.2014.09.003
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    References listed on IDEAS

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    2. Sandy D. Jap & Erin Anderson, 2007. "Testing a Life-Cycle Theory of Cooperative Interorganizational Relationships: Movement Across Stages and Performance," Management Science, INFORMS, vol. 53(2), pages 260-275, February.
    3. Sergio G. Lazzarini & Gary J. Miller & Todd R. Zenger, 2008. "Dealing with the Paradox of Embeddedness: The Role of Contracts and Trust in Facilitating Movement Out of Committed Relationships," Organization Science, INFORMS, vol. 19(5), pages 709-728, October.
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    Cited by:

    1. Dalsace, Frédéric & Jap, Sandy, 2017. "The friend or foe fallacy: Why your best customers may not need your friendship," Business Horizons, Elsevier, vol. 60(4), pages 483-493.

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