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UNIT IV
A four stage relationship marketing process was developed by Atul Parvathiyar and Jagdish. N. Sheth . The model
suggests that relationship marketing process comprises of
Four sub processes:
Formation Process
Management and Governance process
Performance Evaluation process
Relationship Evolution or enhancement process.
The generic model is shown in the figure.
Performance Evaluation
Evolution
Evolution
-Enhancement
-Termination
-Evolution
-Enhancement
-Termination
Monitoring process
Partners
-Criteria
-Process
Employee
Process Alignment
Planning process
Programs
-Relational selling
-Retention Marketing
-Co-op Agreements
-Strategic Partnership
Common Bonds
Relationship Performance
-Financial
-Marketing
-Strategic
-Operational
-General
Communication
Purpose
-Increase effectiveness
-Improve efficiency
Role specification
Formation