prof. pherwani 3
Introduction to relationships
Intuitively human beings & primates inclined to be inrelationships with others of the species-the disciplines of sociology & anthropology are essentially on this premise.
in personal relationships people tend to forego the opportunity toexercise continual choice and instead commit themselves to aparticular person for relationship over time-true in dating,marriage, best friends, mentoring, apprentices, business partners,associates.
This is also essence of learning behavior.
Memory as a relevant construct of relationship marketing isapplicable to both from customer’s perspective & marketer’sperspective-
organizational memory is key characteristic of RM
-in which a firm retains all relevant information aboutconsumers to use it as a guide for future interactions
of a learning organization is creation & effectiveuse of organizational memory- Senge