Conceptual Development of a Repatronage Decision Framework

Abstract

Ongoing relationships between marketers and their customers is receiving renewed attention (Berry 1995; Gwinner, Gremler & Bitner 1998; Sheth & Parvatiyar 1995). Previous customer relationship management research has focused on the benefits of strong customer relationships as viewed from the perspective of the firm (Aaker 1991; Peterson 1995; Reichheld 1993). Although positive outcomes for the firm are well documented, for a relationship to exist and last, both the firm and the customer must benefit. Yet, the benefits to the customer for maintaining a long-term relationship with suppliers have received considerably less attention in the marketing literature (Barnes 1994; Berry 1995; Bitner 1995; Peterson 1995; Sheth & Parvatiyar 1995). The objective of this chapter is to draw on established theories and conceptual work that explain which are the customers’ motivations in engaging in and maintaining long-term relationships with suppliers. The main research question to be answered by the discussion provided in this chapter is: What is the customer motivation to maintain relationships?