Dimensions of Defensive Strategy
| DIMENSIONS | ITEM |
|---|---|
| Personal Communication:
formal and informal sharing of meaningful and timely information between seller and buyer. Communication also acts as glue that hold them together |
• We communicate personally to our customers
• We can show our discontent to each other through communication • We can communicate openly/honestly • We allocate time to communicate with our customer • We have dedicated line to communicate with customer |
| Trust :
is defined as a willingness to rely on an exchange partner in whom one has confident |
• We trust each other
• Our customer give reliable inputs • According to our past relationship,company think our customers are trustworthy |
| Bonding:
defined as the dimension of a business relationship that result in two parties; the buyer and seller acting in unified manner toward a desired goal |
• We rely on each other to reach our objectives
• We try to establish a long‐term relationship • We work in close co‐operation |
| Customer Complaint Management:
defined as firm's specific function to manage the dissatisfied customer in such manner that its negative and harmful effects on firm are minimized |
• Firm provide customer service department
•Firm add customer complaint function in the formal organization's structure •Firm train employee to deal with customer complaint •Firm provide compensation for customers whose claimed are constructive |
| Switching Barriers:
defined as firm barriers to ensure customer dependence on the firm and that the related profits are secured over the time period involved |
• Customer are contractually bound to the firm
• Firm provide more discount for repeat purchase • Firm rewards repeat buyers • Product/brand has a unique benefit which competitor don't have |
Read more about this topic: Defensive Marketing Warfare Strategies
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—Ralph Waldo Emerson (1803–1882)
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—Ann Douglas (b. 1942)