Services and Relationship Marketing:Perspectives on Young Consumers

Hong, Yiwen, Tran, Anh N. H. and Yang, Hsiao Pei (Sophie) (2017) Services and Relationship Marketing:Perspectives on Young Consumers. In: Young Consumer Behaviour. Routledge, London. ISBN 9781315213590

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Abstract

Child consumers are an important market segment for services marketing. It is therefore worthwhile for the company to pay more attention to attracting young customers as they can establish a strong customer–brand relationship from childhood. Four key defining characteristics of services have emerged in the marketing literature to highlight the distinction between goods marketing and service marketing: intangibility, inseparability, perishability and heterogeneity. Services marketing are an increasingly influential and important aspect of marketing, considering the expansion of the services economy in developed countries. Relationship marketing (RM) is an emerging marketing perspective that is well established in the marketing literature. The similarity between RM and branding strategy is on building customer loyalty. The fundamental basis of RM emphasises the mutual exchange between the organisation and different stakeholders. RM provides companies with the opportunities to meet customers' needs in an effective way because after having a reliable relationship with the brand, other alternatives are less attractive to customers.

Item Type:	Book Section
Faculty \ School:	Faculty of Social Sciences > Norwich Business School
UEA Research Groups:	Faculty of Social Sciences > Research Groups > Marketing
Depositing User:	LivePure Connector
Date Deposited:	07 Aug 2025 15:30
Last Modified:	07 Aug 2025 15:30
URI:	https://ueaeprints.uea.ac.uk/id/eprint/100105
DOI:	10.4324/9781315213590-12

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