2
Customer–supplier relationships
This chapter starts with a short historical overview: when and where did the focus on customer–supplier relationships begin (Section 2.1)? The concept will then be further defined (Section 2.2); a number of core elements such as reciprocity and interactions, trust and commitment will be examined further. A very real element in relationships will be then explored, namely the dynamic: which pattern do relationships follow in their development (Section 2.3)?
In this chapter we will address the following questions
- When and how did the relationship orientation arise within marketing?
- What are the differences between a transaction-based and a relationship-based orientation in marketing?
- What is the meaning of buyer–supplier ...
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