ABSTRACT
Grönroos (1994) suggests a transaction-type strategy for fast-moving consumer goods (FMCGs) and a relationship strategy for service firms. However, due to supplementary services to products, and vice versa, items may move along this continuum depending on what they comprise. For example, airlines may take you from A to B, but will offer you various in-flight products which augment the core
Table 1 Key differences between transactional marketing and relationship marketing
Transactional marketing Relationship marketing
Focus on single sales Focus on customer retention Orientation to product features Orientation to customer value Short time scale Long time scale Little emphasis on customer service High customer service emphasis Moderate customer contact High customer contact Quality is primarily a concern of Quality is the concern of all production
Limited customer commitment
Source: Payne (2000).
