Constructing Relationship Developing Strategies

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Copyright: 2019
Pages: 18
Source title: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities
Source Author(s)/Editor(s): Muhammad Sabbir Rahman (North South University, Bangladesh), Mahmud Habib Zaman (North South University, Bangladesh)and Md Afnan Hossain (North South University, Bangladesh)
DOI: 10.4018/978-1-5225-7891-8.ch006

Keywords: Business & Management / Business Science Reference / Marketing / Small and Medium Enterprises

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Abstract

This chapter aims to describe relationships strategies that manager need to practice in order to establish customer-oriented service system. Therefore, the chapter provides a structural model derived from literature review and depth interview from depth interview of 10 customers and 5 managers of 5 auto repair shops. In line with that, the current chapter proposes four propositions in regards to effective relationship developing strategies for the SME. The findings revealed that ethical practice, customer's orientation, length of relationship, customer's support services are significantly influence firm's relationship strategies. In addition, trust factor play a mediating role among the relationships. The chapter can help to predict the quality of service perceived by the customers by using relationship strategies, which may be similar in other markets with similar characteristics.

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