Description

The introduction establishes why relationships between customers and organizations are important and how organizations can manage those relationships systematically.

1. Customer–supplier relationships

The first chapter looks at how relationships between customers and suppliers have developed. A relationship is more than a single purchase: it can involve repeated exchanges, trust, cooperation, communication, and mutual value.

The chapter considers:

• The history of customer–supplier relationships
• Different types of relationships
• How relationships develop and change over time
• The role of trust and commitment
• The importance of networks surrounding a customer and supplier