Relationship development for services: an empirical test

Abstract

PurposeThe purpose of this article is to describe the application of brand building techniques to an existing organization.Design/methodology/approachThe article describes an application of relationship building to increase the success of a service in a competitive environment.FindingsRelationship building strategies have been effective in forming bonds between customers and service and product marketers. They can be effective in many industries and can be highly effective in competitive situations. Instituting a relationship building strategy in a bar helped differentiate the service and attract consumers with relatively high lifetime customer value. By insuring that each type of relationship bond was implemented, the organization gained strong relationships with a group of customers which proved resistant to competitive inroads.Research limitations/implicationsAs in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability.Practical implicationsThe work illustrates the strategy that a service provider may use to bolster customer relationships and gain the benefits that provide barriers to entry by competitors.Originality/valueThe work describes how tactics and a strategic shift, focusing on specific segments, can earn a service provider a measure of success.