Customer–Company Relationships: The Key Dimensions and Leveraging Social Media to Build Relationships

Abstract

By the end of this chapter, you should be able to demonstrate an understanding of:

Understand the complex and nuanced nature of relationship marketing.

Define the relationship dimensions in human relationships and the variables relationship marketing which develop the customer–company relationship.

Develop a conceptual understanding of how these dimensions and variables build customer–company relationships.

Understand how the key characteristics of social media can be leveraged to build customer–company relationships.

Citation

Balkan, N. (2021), "Customer–Company Relationships: The Key Dimensions and Leveraging Social Media to Build Relationships", Ritch, E.L. and McColl, J. (Ed.) New Perspectives on Critical Marketing and Consumer Society, Emerald Publishing Limited, Leeds, pp. 39-51. https://doi.org/10.1108/978-1-83909-554-220211004