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Rethinking customer relationships

Author

Listed:
  • Bettencourt, Lance A.
  • Blocker, Christopher P.
  • Houston, Mark B.
  • Flint, Daniel J.

Abstract

Success in business markets demands going beyond satisfactory exchanges with customers. Conventional wisdom therefore dictates that firms must build close customer relationships. Yet, unfortunately, the meaning of a close relationship from the customer's viewpoint can get lost in translation. We find that, contrary to the widely held use of the relationship metaphor in business, customers do not actually want interpersonally meaningful relationships; in fact, these are often viewed with cynicism and are seen as a burden. Rather, customers seek value creation attuned to their particular contexts to drive instrumental objectives. This article highlights the thorny, often veiled aspects of customer relationships and re-directs attention to the essential connections that help suppliers successfully co-create value with customers.

Suggested Citation

  • Bettencourt, Lance A. & Blocker, Christopher P. & Houston, Mark B. & Flint, Daniel J., 2015. "Rethinking customer relationships," Business Horizons, Elsevier, vol. 58(1), pages 99-108.
    • Handle: RePEc:eee:bushor:v:58:y:2015:i:1:p:99-108
    DOI: 10.1016/j.bushor.2014.09.003
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    References listed on IDEAS

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    Cited by:

    1. Mitchell Dodzi Morvey & Lawrence Mpele Lekhanya & Eric Kofi Boadi, 2024. "Supply chain management (SCM) framework for small and medium manufacturing enterprises (SMEs) in Ghana," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 6(2), pages 01-12, April.
    2. Lishan Xie & Wenxuan Zhang & Xinhua Guan & Tzung-Cheng Huan, 2024. "Exploring Customer Citizenship Behavior Through Customer–Organization Identification," Service Science, INFORMS, vol. 16(1), pages 55-68, March.
    3. Dalsace, Frédéric & Jap, Sandy, 2017. "The friend or foe fallacy: Why your best customers may not need your friendship," Business Horizons, Elsevier, vol. 60(4), pages 483-493.

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