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Criterion Relationship Mktg Transactional Mktg

Objective Relationship Single Transactions

Perspective Long term Short term

Fundamental StrategyMaintenance of

existing relationshipsAcquisition of new

customers

Focus in decisionprocess

Post-sales decision &action

Pre-sales activities

Intensity of contact High LowDegree of mutualdependence

High Low

Measurement ofcustomer satisfaction

Managing customerbase (Direct)

Monitoring MarketShare (Indirect)

Quality dimension Quality of interaction Quality of output

Production focus Mass customization Mass production

Employee importance forbusiness success

High Low

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Global Hyatt 78

Hilton 78Marriott 78

Hotels

Nordstrom 80 Publix 83 Barnes & Noble 83

Kohl's 79 Kroger 75 Borders Gp. 81

Dollar General 78 Super Valu Inc. 75 Costco 81

Walmart 68

Dept. Stores Super Markets Speciality Retail

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