Building and Maintaining Relationships with Consumers

Abstract

Building and maintaining relationships with customers in consumer markets depends much more on the outcome of the consumers’ value-producing behaviours than on their prepurchase value judgements. This article therefore tries to highlight the antecedents and consequences of the consumers’ postpurchase value judgements and to make some suggestions to marketing managers who want to build and maintain sustainable relationships with their customers by making superior contributions to the consumers’ production of value.