Is superior value the key to lasting customer relationships? This paper emphasizes the importance of delivering superior value to customers as a fundamental element of relationship marketing. The study argues that the ability to consistently provide exceptional value is essential for establishing and maintaining long-term customer relationships. Customer satisfaction extends beyond the perceived quality of services received, it encompasses a customer’s need for quality improvements and their willingness to pay for them. These aspects are fundamental in relationship marketing, as they directly relate to the costs incurred by both the customer and the company. The author suggests that reducing customer-perceived costs can be a highly effective method for delivering value, which, when implemented correctly, can also enhance internal cost efficiency. By improving internal cost efficiencies and customer perceived costs, companies can establish and maintain mutually beneficial customer relationships. This strategy is crucial for success in relationship marketing, fostering customer loyalty and long-term profitability. This approach provides actionable insights for businesses looking to build stronger, more sustainable customer relationships.
This paper aligns with the scope of the European Journal of Marketing, which publishes research on marketing strategies and customer relationships. By exploring the value concept in relationship marketing, the paper contributes to the understanding of how companies can create and sustain mutually beneficial relationships with their customers, a key theme in the journal.