Sacrificial Behavior in Relationship Marketing: A New Perspective on Delighting and Retaining Customers

Buyer perception of sellers can be arrayed on a perception spectrum ranging from exploitive to sacrificial. Satisfied buyers see their supplier at the midpoint on this continuum-not the best place for a supplier to be because customer commitment will be absent. Delighted, loyal buyers sec their supp...

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Bibliographic Details
Published in:Journal of customer service in marketing & management 1998-12, Vol.5 (2), p.55-67
Main Authors: Saunders, Paula M., Brucker, Roger W., Brown, Herbert E.
Format: Article
Language:English
Online Access:Get full text
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Summary:Buyer perception of sellers can be arrayed on a perception spectrum ranging from exploitive to sacrificial. Satisfied buyers see their supplier at the midpoint on this continuum-not the best place for a supplier to be because customer commitment will be absent. Delighted, loyal buyers sec their supplier on the sacrificial end of the spectrum. Accordingly, effective relationship marketing programs are designed to move buyer perception of seller behavior to the sacrificial end of the Bxploitivc-Sacrificial continuum. The core ingredient in a marketing program designed to engender customer perception of sacrificial supplier behavior is an iron-clad extraordinary guarantee.
ISSN:1069-2533
DOI:10.1300/J127v05n02_04